it is the pass-to strategy for manufacturers to capture consumers’ interest on social media. however does it paintings?
The hashtag wave seems to have gripped emblem advertising and marketing plans. whether one talks of creating focus, increasing visibility, showcasing content material or encouraging target market participation, manufacturers increasingly more consider that developing a hashtag, or even latching onto trending person-generated ones, works wonders.
looking lower back, the #IceBucketChallenge in 2014, the longest going for walks social media venture, is a satisfactory instance of the prowess of a hashtag. Over 17 million humans participated in it. The hashtag turned into created to promote focus about the amyotrophic lateral sclerosis (ALS) disease. nearer domestic, #HumFitTohIndiaFit, initiated by using Union Minister Rajyavardhan Rathore, will be credited for stirring a fitness motion in India — celebrities, brands, and commoners participated with plenty gusto.
manufacturers were quick to piggyback on trending hashtags. The brand new #10YearChallenge has seen brands along with McDonald’s, Durex, Acer, Oppo cellular, Airtel, Amul and Fevicol, among others, post their respective ‘before and after’ updates on social media.
Treating the #10YearChallenge in another way, McDonald’s slashed its menu costs to what they had been 10 years returned, for 10 days, in an attempt to move beyond just posting a photo. “We desired to boost that while we’ve got developed over the past decade, we preserve to deliver extraordinary cost,” stocks Akshay Jatia, GM, brand extensions, Hardcastle restaurants.
Or recollect how in September 2018, Bajaj Allianz existence coverage commenced a client engagement initiative known as #36SecPlankChallenge, to promote its 36 important ailments insurance. The viral marketing campaign garnered 1.23 lakh mentions.
Examples of interesting hashtag campaigns with the aid of manufacturers are aplenty: from Coca-Cola’s a success #ShareACoke to put’s’ #DoUsAFlavor, L’Oreal Paris’#WorthSharing and Disney’s #ShareYourEars. Then, there may be also a set of brands that brazenly incorporate their names in a hashtag. cases in factor? Calvin Klein’s #MyCalvins and Audi’s #WantAnR8.
definitely, building engagement is one of the pinnacle motives for manufacturers to use hashtags. Chandramohan Mehra, CMO, Bajaj Allianz lifestyles coverage, says, “The content material needs to be applicable to the medium and for the target market. An offline approach will now not work on social media.”
fee, or the shortage of it, is another draw for marketers. “Hashtags generate interest and types are benefitted without making an investment a good sized amount of money,” provides Mehra. however the gain can ultimate simplest so long as brands maintain the conversation going.
Latching directly to a trending hashtag has its deserves, says Harish Bijoor, founder, Harish Bijoor Consults Inc. “via doing so, the emblem offers itself the very width of that hashtag in phrases of viewership. it’s miles important these days to be seen first and then probed and heard,” he adds. but, a hashtag should do a whole lot greater than simply assist brands stay applicable in the minds of consumers.
experts believe that a hashtag makes sense for all brands, as long because it’s well timed, appropriate and applicable. A hashtag isn’t a broadcast; it’s a narrowcast to an target audience and, consequently, a long way more powerful.
there is a focused attempt to promote and consequently, the recollect will become very robust. A hashtag is a tactic, but a chain of hashtags may be a approach. It builds cognizance, reputation, remember, and income for a logo..
A word of warning
Crafting a hashtag in a manner that it doesn’t get misinterpreted or ruffle feathers is fundamental.
recently, Gillette launched a powerful campaign titled ‘Boys may be Boys? Isn’t it time we stopped excusing horrific behavior?’ that has garnered 29.8 million perspectives to this point. The marketing campaign, pushed with the aid of #TheBestMenCanBe, became Gillette’s appeal to ‘shave off toxic masculinity’ and dissuade men and the following technology from harassing, mistreating and bullying human beings. even as many favored the thought behind the campaign, it additionally received backlash by means of guys who idea it promoted stereotypes and maligned masculinity.
“the general tendency of a emblem is to be seen, but what if it’s seen in the incorrect sense? manufacturers should be careful approximately which trend they select up. at the same time as it appears very ordinary for a brand like Gillette to comment on this trouble, particularly after the #MeToo motion, it may also be visible as insensitive,” factors out N Chandramouli, CEO, TRA.
placing the right balance is vital. As Chandramouli says, “you may’t simply tag yourself to the whole lot. people will observe and you will probable locate extra naysayers, than appreciators.”
Content by financialexpress.com