SHOULD I JUMP ON THE HASHTAG BANDWAGON?

Hashtags are important tools for brands attempting to align themselves with popular topics and events. However, there are significantly more eyes on the social media pages of brands than on everyday individuals and with these eyes come significantly greater expectations when it comes to appropriate posts as well as significantly more backlash should they get it wrong.

Brands jumping on existing hashtags and real world events for self promotion can often be cringeworthy and in poor taste.

#FreshInOurMemories

Last year, Woolworths launched a controversial campaign on ANZAC Day that saw the company’s logo and the phrase “Fresh in our Memories” placed over images of former soldiers. It allowed users to upload their own images of people affected or lost to war to a picture generator. Woolworths promotes itself as the “Fresh Food People” and the word “fresh” is heavily marketed by them. People saw this as an insensitive move from the supermarket chain and took to social media to voice their opinions.

• “How dare you appropriate the image of an Anzac soldier to sell your wares in the way that you have.”
• “Do you know who the soldier is? Did he survive? Or don’t you even know or care? I actually feel quite ill.”
• “Is ANZAC Day really a commericial opportunity?”

The campaign drew strong criticisms on social media and even sparked memes that hijacked the concept.

#Sandy

As Hurricane Sandy was bearing down on the United States in 2012, retailers like Urban Outfitters, Gap, American Apparel and Sears used the trending topics of #sandy, #HurricaneSandy and #frankenstorm to promote their online stores.

Predictably, people weren’t thrilled about a natural disaster and the trending hashtag discussing it being used as a promotional opportunity, with all these brands coming under fire for their tweets.

However, when done right, in a timely and appropriate manner, brands using existing trending hashtags can have great success.

#NationalFriedChickenDay

KFC taking advantage of the trending hashtag #NationalFriedChickenDay to promote their 10 piece meal shows a perfect way for brands to use hashtags, engaging with a relevant audience and not inserting their brand at the very forefront of a message.