# Search-Hacking Campaigns Kraft Real Mayo's Search Moist Campaign Suggested a Word of the Year By Laura McQuarrie | Published 2023-12-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/word-of-the-year References: [marketingdive](https://www.marketingdive.com/news/kraft-real-mayo-moist-Merriam-Webster-word-year-search-hacking/699125/)  Despite many people finding the word "moist" off-putting, [Kraft Real Mayo](https://www.trendhunter.com/trends/mayoverse) strategically leveraged it with [Search Moist](https://www.trendhunter.com/trends/adult-unlearn), a search-hacking campaign to make "moist" Merriam-Webster's Word of the Year for 2023. Kraft Real Mayo's Search Moist campaign was an online and offline effort that included everything from Search-A-Thon livestreams on Twitch to on-street canvassing and paid social ads with #SearchMoist to bring attention to the term and boost its visibility. The brand's unmissable stunts also amounted to delivering a large tub of mayo with a “[Real Moist](https://www.trendhunter.com/trends/real-american-beer-unveils)” label to Merriam-Webster’s headquarters. Despite all of Kraft Real Mayo's best efforts with the Search Moist campaign, Merriam-Webster announced "authentic" as its 2023 Word of the Year. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 27% | Activity: 35% | Freshness: 19% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Search-hacking Campaigns:** Kraft Real Mayo strategically leveraged the term 'moist' with its Search Moist campaign to make it a trending word. - **Livestream Marketing:** Kraft Real Mayo organized Search-A-Thon livestreams on Twitch as part of its Search Moist campaign. - **Offline Brand Activism:** Kraft Real Mayo engaged in on-street canvassing and delivered a tub of mayo to Merriam-Webster's headquarters for its Search Moist campaign. ### Industries Being Reshaped - **Food and Beverage:** Kraft Real Mayo utilized a search-hacking campaign to promote its brand and generate buzz in the food and beverage industry. - **Advertising and Marketing:** The Search Moist campaign showcased innovative marketing strategies and disruptive techniques in the advertising and marketing industry. - **Language and Linguistics:** Merriam-Webster's Word of the Year selection process explored the impact of Kraft Real Mayo's campaign on language trends and linguistics. ## Related on Trend Hunter - [Comedic Body Wash Ads](https://www.trendhunter.com/trends/moist-humor.md) - [Immersive Digital Experiences](https://www.trendhunter.com/trends/mayoverse.md) - [Playful Dating Experiment Campaigns](https://www.trendhunter.com/trends/swipe-right-for-mayo.md) - [Tongue-In-Cheek Grilling Ads](https://www.trendhunter.com/trends/may0-petition.md) - [Humorous Condiment-Inspired Campaigns](https://www.trendhunter.com/trends/endcondimenthoarding.md) - [Branded Astrology Activations](https://www.trendhunter.com/trends/mayo-readings.md) - [Sporty Social Skincare Campaigns](https://www.trendhunter.com/trends/moisture-match-up-campaign.md) - [Cheeky Family-Friendly Swearing Campaigns](https://www.trendhunter.com/trends/youll-swear-by-them.md) - [Autocorrect Sexual Health Campaigns](https://www.trendhunter.com/trends/mrm-ny.md)