TRENDING: THE LOUVRE ROBBERY
We're chronically online so you don't have to be. So here’s your weekly snapshot of the trending moments across social that we think you should be across - all curated by our resident trend master Lena Tuck.
THE LOUVRE ROBBERY
If you haven’t seen it yet, the Louvre was robbed just four days ago in only seven minutes of priceless jewellery. Since the news broke, the internet has exploded with creative takes: outfit OOTDs, “heist playlists,” and humorous re-enactments of the chaos, turning a major news story into a cultural moment.
Brand opportunities
This trend is a perfect example of how brands can lean into timely, tongue-in-cheek moments. Think “what we’d wear to rob the Louvre” or “rate our heist fits” with obviously over-the-top, photoshopped jewellery. There’s also room to play with the pop culture ripples of the event, such as subtle nods to the heist audio, witty captions, or even Halloween costume tie-ins. The key is creativity and humour, staying topical while maintaining your brand’s tone of voice.
GROUP 7
Musician Sophia James ran a creative experiment on TikTok, posting seven variations of the same concept, each with different text, sounds, and phrasing. It was the seventh video that blew up, dominating feeds and comment sections while sparking an entire fandom of “Group 7ers.” Fans have since built fan pages, logos, and even meeting notes, all bonded by the mystery of where Groups 1–6 went.
Brand opportunities
This is a perfect example of how a small creative experiment can turn into a viral movement. Brands can tap into the “Group 7” conversation by playing into its exclusivity and self-aware humour. Consider offering “Group 7–only” discounts, early access, or inside jokes that position your brand as being in on the trend. The key is to align with the Group 7 energy: confident, chaotic, and effortlessly cool.
MANNEQUIN CHALLENGE
TREND
Kylie Cosmetics continues to tap into the 2012 to 2016 internet era, bringing back one of the most iconic trends of that time, the Mannequin Challenge. If you’re a millennial, you know it well: everyone freezes in place while the camera pans dramatically around the room to music, capturing a perfectly chaotic moment frozen in time.
Brand opportunities
This trend is a perfect lean into nostalgia, especially if your audience includes millennials or early Gen Z. It’s also a great opportunity for team or staff videos, like a group freeze mid-task or mid-chaos. You could even add text such as “heard Gen Alpha doesn’t know about the mannequin challenge” to nod to the generational gap and give your content a witty, self-aware edge.
‘BEEZ IN THE TRAP’ MASH-UP
Jimmy Fallon and SNL both jumped on this mash-up sound, pushing it into viral territory. The format is two people standing back to back as the camera circles dramatically while they lip-sync, creates a cinematic, high-energy feel that’s instantly engaging.
Brand opportunities
This trend is perfect for celebrating wins, big or small, in a fun and exaggerated way. Think “when the socials team finally cracks 10 likes” or “when our product hits Woolworths shelves.” It’s a great way to humanise your brand, spotlight team moments, and add a bit of playful drama to everyday achievements.
BRANDS KILLING IT
LYFT JOINS GROUP 7
Lyft cleverly capitalised on the viral Group 7 TikTok trend, releasing a series of reactive videos that seamlessly fit within the cultural conversation. By aligning their content with the tone and humour of the trend, Lyft saw a significant jump in engagement with individual videos surpassing 3 million organic views and the campaign averaging over 3m views on one post, far exceeding their usual performance.
To take it a step further, Lyft offered an exclusive 7% discount for “Group 7 users only,” a smart move that not only rewarded participation but also deepened their connection with the online fandom. It’s a perfect example of meeting audiences where they are, and turning a fleeting trend into a meaningful brand moment.
Brand opportunities
Tap into exclusive online moments and micro-fandoms by reacting in real time — but in a way that feels authentic to your brand’s tone and community. When done well, this kind of trend participation doesn’t just drive reach; it builds cultural relevance and shows your brand understands the conversation rather than interrupts it.
