The hashtag wave appears to have gripped emblem advertising plans. Whether one talks of creating recognition, growing visibility, showcasing content material or encouraging target audience participation, manufacturers increasingly more accepted as true with that developing a hashtag, or maybe latching onto trending person generated ones, works wonders.
Looking back, the #IceBucketChallenge in 2014, the longest jogging social media undertaking, is a satisfactory example of the prowess of a hashtag. Over 17 million humans participated in it. The hashtag became created to promote recognition about the amyotrophic lateral sclerosis (ALS) ailment. Closer domestic, #HumFitTohIndiaFit, initiated via Union Minister Rajyavardhan Rathore, might be credited for stirring a health motion in India — celebrities, manufacturers and commoners participated with an awful lot gusto.
Brands have been quick to piggyback on trending hashtags. The today’s #10YearChallenge has visible brands including McDonald’s, Durex, Acer, Oppo Mobile, Airtel, Amul, and Fevicol, amongst others, publish their respective ‘earlier than and after’ updates on social media.
Treating the #10YearChallenge otherwise, McDonald’s slashed its menu expenses to what they were 10 years lower back, for 10 days, in an try to pass past just posting a picture. “We desired to enhance that while we’ve evolved over the past decade, we retain to supply unparalleled price,” shares Akshay Jatia, GM, logo extensions, Hardcastle Restaurants.
Or recollect how in September 2018, Bajaj Allianz Life Insurance commenced a consumer engagement initiative referred to as #36SecPlankChallenge, to promote its 36 essential illnesses coverage. The viral campaign garnered 1.23 lakh mentions.
Examples of thrilling hashtag campaigns by using manufacturers are aplenty: from Coca-Cola’s a success #ShareACoke to Lay’s’ #DoUsAFlavor, L’Oreal Paris’#WorthSharing, and Disney’s #ShareYourEars. Then, there is additionally a fixed of brands that openly contains their names in a hashtag. Cases in factor? Calvin Klein’s #MyCalvins and Audi’s #WantAnR8.
Clearly, constructing engagement is one of the top reasons for brands to use hashtags. Chandramohan Mehra, CMO, Bajaj Allianz Life Insurance, says, “The content must be applicable to the medium and for the target market. An offline strategy will no longer work on social media.”
Cost, or the lack of it, is every other draw for entrepreneurs. “Hashtags generate curiosity and brands are benefitted without investing a tremendous amount of cash,” adds Mehra. But the advantage can final best so long as brands maintain the communique going.
Latching on to a trending hashtag has its merits, says Harish Bijoor, founder, Harish Bijoor Consults Inc. “By doing so, the logo offers itself the very width of that hashtag in terms of viewership. It is critical nowadays to be seen first after which probed and heard,” he adds. However, a hashtag may want to do a good deal extra than simply assist manufacturers to live relevant in the minds of customers. “When you are continuously in the attention set of capacity and existing clients, that during itself is a part of a long-term approach,” Bijoor says.
Experts trust that a hashtag makes the experience for all brands, as long as it’s well-timed, appropriate and applicable. “A hashtag isn’t always a broadcast; it’s a narrowcast to an audience and, consequently, a long way more powerful,” says Jagdeep Kapoor, chairman, and MD, Samsika Marketing Consultants.
There is a concentrated effort to promote and as a result, the take into account becomes very robust. “A hashtag is a tactic, however, a sequence of hashtags may be a strategy. It builds attention, popularity, consider and income for a logo,” Kapoor provides.
A phrase of caution
Crafting a hashtag in a manner that it doesn’t get misinterpreted or ruffle feathers is fundamental.
Recently, Gillette launched a powerful marketing campaign titled ‘Boys may be Boys? Isn’t it time we stopped excusing bad conduct?’ that has garnered 29.8 million perspectives thus far. The marketing campaign, pushed by means of #TheBestMenCanBe, changed into Gillette’s attraction to ‘shave off poisonous masculinity’ and dissuade guys and the next technology from harassing, mistreating and bullying humans. While many appreciated the idea behind the marketing campaign, it additionally obtained backlash with the aid of guys who concept it promoted stereotypes and maligned masculinity.
“The well-known tendency of a logo is to be visible, but what if it’s seen within the incorrect sense? Brands should be cautious approximately which trend they pick out up. While it appears very ordinary for a logo like Gillette to comment on this trouble, mainly after the #MeToo motion, it is able to additionally be visible as insensitive,” factors out N Chandramouli, CEO, TRA.
Striking the proper balance is vital. As Chandramouli says, “You can’t just tag your self to the whole lot. People will be aware and you’ll probably find more naysayers, than appreciators.”