The power of turning negative moments into wins with Jet2
September is here and the gloomy season is already upon us. I know most of us are not looking forward to the cold months but at least fall is here! I’m personally excited for fall fashion, upcoming trends, and of course, the fall campaigns! I’ve already spotted a few trends making a comeback, for example, I’m hearing metallic eyes are back. We’re also seeing a lot of cow-print fashion, which looks set to be a big trend this season. These are definitely things to look forward to if you’re a fashion lover like me! But before we dive into fall, let’s wrap up summer with our final summer column.
Summer might be over, but nothing beats a Jet2holiday indeed! And unless you live on Mars, you must definitely be singing the lyrics of this viral trend as you read this! “Darling hold my hand!…..” I literally cannot scroll past 5 videos on TikTok without hearing this sound! It completely took over our TikTok feeds this summer.
Although this is not a campaign, there is so much to learn from it. I admire how Jet2 leveraged this trend to their advantage, which features an audio from an ad they released in January 2024. While many posts using the sound depicted humorous or disastrous holiday/ day in the life moments, which are not the most positive associations, the brand leaned into the virality rather than distancing itself. This strategy maximized visibility and reinforced brand recall during peak travel season.
*dramatic digression*
Sometimes I really wonder what the world of marketing, advertising, and influencer Marketing would look like without TikTok. From dance challenges during Covid to trends that completely transform a creator’s or brand’s trajectory! TikTok has really redefined culture and the future of media.
Think back to moments like “Looking for a man in finance”. Megan Boni' went from making lyrics out of boredom to signing a publishing deal with Universal Group!
Tube Girl, also went from being confident on the tube to working with the Naomi Campbell. I could never imagine myself being that bold, but her courage is exactly what propelled her forward.
Brands have experienced similar transformations. Take Duolingo, whose unhinged mascot helped grow their following from 50,000 to 16 million users. TikTok enabled them to connect with audiences in a playful, culturally relevant way, boosting both brand awareness and conversions. From creators to brands, TikTok has proven to be a platform where bold, creative risks can completely change trajectories.
Well Jet2 has clearly not been left out of Tiktok's impact! In January 2024, they released an ad featuring a brief audio clip of British singer Jess Glynne’s 2015 hit “Hold My Hand” and voice actress Zoe Lister to promote a family holiday package. Initially, the ad received little attention, but since the trend went viral this summer, it has amassed over 6 million views on YouTube. The virality has even benefited Zoe Lister and Jess Glynne, who have made several appearances and performances with more plans for the future.
For context, Jet2 is a British airline that offers affordable flights and holiday packages through its holiday package division, Jet2holidays.
The trend itself was not entirely positive, as it highlighted humorous, embarrassing, or challenging holiday experiences set to the ad’s audio like this one . However, the juxtaposition ultimately amplified attention and engagement for the brand. Jet2 however didn’t let the negativity discourage them. Instead, they embraced the trend, encouraging more people to post videos using the viral sound for a chance to win £1000 worth of Jet2holiday vouchers. Over 1.4 million videos have been posted using the sound since the trend begun with some of the videos amassing millions of views.
This is a classic example of how a brand’s response can shape outcomes. By actively engaging with the trend, Jet2 boosted brand awareness and saw a spike in website visits! Their fiscal year, which ended in July, recorded £7.17 billion in revenue which is a 15% increase over the previous year to which I am certain this trend contributed to!
Before we move on, here are three of my favourite videos from the trend:
rickthefrenchie ( don't panic, rick is fine)
what can brands learn from this
Consistency Pays Off, just keep posting: Keep posting content even if your current videos aren’t getting huge numbers. Virality does not always equal impact, so that should never be the main goal. Focus on reaching the right audience, driving engagement, and influencing sales. Low numbers aren’t a sign to stop because sometimes your breakthrough comes years later. Many TikTokers have seen older videos go viral unexpectedly, so persistence is key.
Your Reaction as a brand in negative situations matters: How a brand responds in negative or unexpected situations can significantly shape outcomes. Jet2’s was strategic with their involvement and this led to increased visibility and engagement. However, this is not a sign to hop on every trend blindly. Weigh the pros and cons and always ensure your approach aligns with your brand and customer values.
User-Generated Content is Powerful: Encouraging your audience to create content can exponentially expand reach especially when you go viral and are looking for ways to leverage this virality in a positive way. Jet2’s voucher challenge is a perfect example of turning user participation into both awareness and engagement
That is all for today folks! I hope you all had an amazing summer and enjoyed your Jet2holidays! I heard the great lock-in to end the year and tick off all our goals has begun! Let's all stay consistent and end the year with a bang! Till next time.
Social Media and Marketing Strategist and
Creator Executive
