What they’re doing:

Newme consistently leverages trending formats to package brand messages—whether it’s an offer, a service update, or a referral program—into content formats already proven to perform with their target Gen Z audience.

Examples:

1. Rakhi + AI Voiceover Format – Post link
   • Uses a viral AI voiceover trend to hook viewers before weaving in product promotion.
2. Rakhi + Popular Concept Format – Post link
   • Taps into a concept that’s been trending for weeks, merging it with a brand-relevant moment.
3. Referral Program via Suspense Storyline – Post link
   • Uses a cliffhanger-driven reel style that was trending at the time to announce their referral scheme.
4. Newme ZIP Promo via Trendy Format – Post link
   • Integrates their 30-minute delivery feature into a high-energy, trending transition reel.

Why it’s working:

• Hook-first Approach – They lead with a familiar, viral structure before revealing the brand message, ensuring higher watch time and shareability.
• Consistent Trend Usage – ~60% of their feed is trend-based content, indicating a deliberate strategy rather than random participation.
• Cultural Alignment – They’re not just riding trends; they adapt them to match their TG’s lifestyle, humor, and fashion interests.

Key Takeaways for Other Brands:

• Treat trends as formats, not just hype moments—slot your offer/service into the structure.
• Maintain a steady rhythm of trend-based posts (e.g., 3/5 posts) to stay top-of-mind with a fast-moving audience.
• Always remix trends to fit your brand voice instead of copying them word-for-word.