NEWSJACKING
Newsjacking is one of the fastest and most cost-effective tools in earned media — inserting your brand into a trending conversation at exactly the right moment to generate coverage, credibility and cultural relevance.
Done well, it makes your brand part of the story. Done badly, it looks opportunistic. The difference is knowing when to move and how to frame it.
Mischief has built a reputation as one of the UK's most effective newsjacking agencies. Our press office team tracks the news agenda in real time, identifies the moments where a brand's voice adds something genuine, and moves fast to place stories before the window closes. We're rigorous about fit — we only pursue newsjacking opportunities where the connection to your brand is credible and the angle is strong enough to stand up to editorial scrutiny.
This capability sits within our always-on press office offer and is particularly powerful for brands in FMCG, retail, consumer tech and financial services — categories where cultural relevance and speed of response can make a significant difference to brand share of voice.
Newsjacking work
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![Selection of retro crisp packets including Frazzles and Skips — Ocado retro crisp revival reactive PR campaign by Mischief]()
Ocado, Retro Crisp Revival
A reactive press office story built on Ocado's own sales data that generated 90 pieces of earned coverage at zero cost, a 30% search increase for featured brands, and a 10% month-on-month sales uplift.
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![Illustration of various potted plants and trees, which are frequently stollen – Allianz, hotbed of crime campaign by Mischief PR]()
Allianz, Hotbed of Crime
Introducing a global insurance brand to the UK consumer market through a research-led story that earned 80.7 million reach across national press and BBC broadcast.
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![Gift-wrapped Samsung vacuum being delivered to Dyson HQ — Mischief's Power Present PR stunt for Samsung]()
Samsung, The Power Present
A perfectly timed birthday stunt that hijacked the vacuum cleaner conversation — generating 228 pieces of coverage and overtaking Dyson in share of voice for the first time.
