What’s in a Hashtag? Entire strategies!

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Hashtag

Pound sign, number sign, hashtag; whatever you want to call it, this little symbol has impacted the marketing sphere for all who work in the communications industry. It’s hard to remember a time when hashtags weren’t part of marketing campaigns because they play such a significant role when building a strategy. In fact, in some cases the hashtag is the strategy.

Since hashtags are supported on multiple social media platforms (Facebook, Twitter, Instagram, Google+, and Pinterest) marketers realize using hashtags can be advantageous for bigger picture gains. Hashtags can be used to reach target audiences in a fun, engaging and social way that other forms of marketing materials can’t. By using hashtags, brands can create a quick connection to a large group, and if brands are really smart, they’ll connect the hashtag with a feeling. Creating an emotional connection enables the hashtag to leverage a positive brand image for an organization or individual. For example, Honda aired its touchy-feely #HugFest campaign (starring Bruce Willis) during the Super Bowl. Honda purposely did not mention their brand within the hashtag, in order to generalize it and position it to a larger group. Honda then went the extra mile and supported the #Hugfest social media campaign by launching a series of YouTube videos. Doing so caused the #HugFest hashtag to take off like a Civic Coupe on a race track. Marketers at Honda clearly know that everybody can use a hug now and then, and were wise to correlate a “warm and fuzzy” feeling with the famous auto maker.

Additionally, hashtags can be used as a fierce weapon to differentiate brands from competitors. For example, Yoplait Greek Yogurt flipped their lid and created a duel with competition brand, Chobani (the Greek yogurt giant). After realizing they would rather win the “who’s better” battle fair and square (instead of swooning shoppers with studly John Stamos) Yoplait formed the hashtag #TasteOff as a way to motivate customer feedback. A risky move that even Uncle Jesse couldn’t combat.

Yoplait invited real consumers to go spoon to spoon and vote in the #TasteOff on Twitter. Ladies and ‘gents, Yoplait won the brand battle right then and there. At EZG, we can stand behind a hashtag campaign that inspires direct engagement with consumers and promotes real brand loyalty across social media. Consumers want to be involved; they want to be spoken to and know when they’re being sold. Through a simple hashtag, Yoplait kicked off the conversation that inspired brand loyalty amongst consumers, a tasty move indeed.

At EZG we participate in hashtag specific campaigns on behalf of our clients. We conduct industry research and survey the conversations taking place on social media in order to be active social listeners. When monitoring hashtags, we filter out the noise and find the windows of hashtag opportunity where our clients can promote their brand, position the brand ahead of competitors, or just simply engage with an existing audience. Whether it is a brand specific campaign using a designated hashtag, or a hashtag that is used during an event, we understand the power that hashtags have and we love it.

What are some of your favorite hashtag campaigns? Comment and let us know which brands you think use hashtags effectively or tweet us @ebben_zall.

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