Turning Meme Crises into Campaigns: Jet2 Case + Nigerian Lessons
When Ads Go Viral for the “Wrong” Reasons
Earlier this month, British airline Jet2 released a cheerful holiday advert featuring the upbeat track Hold My Hand. Instead of the warm, family vibe the company intended, TikTok users turned it into a meme—juxtaposing the ad’s sunny soundtrack with videos of travel mishaps: flight delays, chaotic airports, sunburn disasters.
Within days, the hashtag #NothingBeatsAJet2Holiday exploded to over 1.3 million TikTok creations and tens of thousands of reposts on Instagram and X. At first glance, this looked like a PR nightmare. But Jet2 made a counterintuitive move: they leaned in.
How Jet2 Flipped the Narrative
Instead of pulling the ad or releasing defensive statements, Jet2 embraced the trend. They launched a TikTok challenge, inviting users to share their own “nothing beats” moments for a chance to win £1,000 holiday vouchers.
This simple pivot did three key things:
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Acknowledged the conversation rather than ignoring it.
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Turned user-generated humor into brand engagement.
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Converted critics into participants, boosting brand visibility far beyond paid media.
Why Meme Crises Happen
Meme crises occur when audiences repurpose branded content into jokes, often highlighting irony or unintended subtext. Social platforms thrive on humor and remix culture—meaning brands are never in full control once content is public.
Key triggers include:
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Overly polished or “cheesy” ads
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Contrasts between message and real-life experience
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Emotional tone mismatches (e.g., cheerful music + stressful situations)
Lessons for Nigerian and African Brands
The Nigerian social media space (Twitter/X, TikTok, Instagram) thrives on humor and quick-witted commentary. We’ve seen similar moments:
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Airtel’s “444” tone became a viral meme for frustration.
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Dangote Cement ads turned into Twitter jokes about “affording cement.”
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MTN’s “everywhere you go” slogan has been remixed into memes about poor network coverage.
Instead of ignoring these trends, African brands could flip the script:
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Respond humorously on official accounts.
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Launch meme challenges tied to local culture (e.g., Pidgin language twists, Naija pop songs).
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Reward user-generated content instead of controlling it.
This approach not only humanizes brands but also aligns with the playful tone of African online communities, where humor builds trust faster than corporate-speak.
What Marketers Can Do
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Monitor Local Slang and Trends
Nigerian memes move fast—track hashtags, influencer humor, and viral sounds. -
React in Real-Time
Timing is everything. Join the conversation early before it peaks. -
Use Cultural Nuance
Blend humor with local sayings or proverbs to make your response feel authentic. -
Offer Value
Even a small giveaway (airtime, discount vouchers) tied to the meme can turn laughter into loyalty. -
Build a Meme Playbook
Have a team ready to respond creatively without excessive approval delays.
The Bigger Picture
Memes are now core marketing currency worldwide, and Africa is no exception. From #DettyDecember travel jokes to viral Afrobeat dance challenges, memes drive conversation and shape brand perception more than traditional ads.
Jet2’s viral pivot is a masterclass: when your brand becomes the joke, join the laugh—then turn it into loyalty. For Nigerian and African marketers, the playbook is simple:
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Be quick
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Be witty
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Be human
References
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