At xAmplifier, we want to help your company improve your digital reputation and garner a wider social media audience. One way to do so is by launching a hashtag campaign on Twitter and other social media platforms. This week, we’ll offer you tips and tricks for a successful hashtag campaign.
Spark Conversation with Your Hashtag
Nike’s 2013 international social media campaign shared posts containing the hashtag #MakeItCount across Twitter, Pinterest and Instagram to promote the Nike + FuelBand launched in January 2012. Nike published content starring eleven athletes in three countries with the #MakeItCount hashtag to inspire fans to share the ways they #MakeItCount.
This well-crafted hashtag encouraged users to present their own fitness goals, moments and progress with a like-minded community. With its carryover power, #MakeItCount builds on Nike’s core values without namedropping the brand itself and sparks conversation among both fans and customers.
Engage Both the Digital and Physical World
Cole Haan launched their #DontGoHome campaign the week before 2012’s New York Fashion Week to project a fresher image and attract a younger audience. The shoe and accessory company advertised the hashtag on New York City storefront gates with witty lines like “Your fairy drag mother says #DontGoHome” or “Tomorrow’s story happens tonight. #DontGoHome.”
Cole Haan used this intersection of the digital and physical worlds, relying on social media word-of-mouth using both Twitter and Instagram hashtags to spread the word beyond New York City. The #DontGoHome campaign earned more than 800 shares within the second week, giving Cole Haan an 86 percent spike in engagement.
Promote a Good Cause
In May 2011, Ben & Jerry’s launched a Twitter app called “Fair Tweets,” allowing users to type in a tweet of their choice and donate their leftover characters of the allotted 140 to a good cause. The app used the remaining characters to promote Fair Trade Day with both a #FairTweets hashtag and a link to an article about the movement.
A company constantly involved in activism, Ben & Jerry’s used word-of-mouth to spread awareness about Fair Trade without over-promoting themselves in the process. The Twitter app microsite garnered more than 43,600 site visits from more than 100 countries and donated about 518,000 characters to the Fair Trade cause. The successful hashtag campaign came back for Fair Trade month in October 2011.
Prepare for the Worst
Unfortunately, some hashtag campaigns don’t go as originally planned. McDonald’s started their #McDStories hashtag campaign, encouraging the company’s suppliers and consumers to share positive stories and experiences. Within two stories of the campaign’s launch, the hashtag became a platform for unhappy customers and fostered more than 2,000 negative tweets about the brand.
Hashtag hijacking is a risk for any branded hashtag campaign, so vulnerable companies like McDonald’s should avoid hashtag campaigns. If such brands do decide to execute a campaign, the hashtag should be specific to the company’s goals. #McDStories opens the door for irony and negative attention.
Remember these tips when starting your own hashtag campaign. When executed well, a hashtag campaign can help your company cast a wider net and improve your digital reputation.
Interested in learning more about using social media to engage with your customers? Contact us at sales@xamplifier.com or call 866.363.6434 to see what xAmplifier can do for you!
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