a master class in hashtag marketing exemplified by ralph lauren
DESCRIPTION
What kind of extra benefits can we find in the #PINKPONYPROMISE hashtag campaign for people and for the Ralph Lauren corporation?TRANSCRIPT
When I was working in the POLO Ralph Lauren store Iwas delighted with the unique environment. I speak of aspecial corporate atmosphere of team building, interiordesign, promotional strategies, relationships withcustomers and clothing design.
Copyright 2014 [email protected]
Today I’m going to tell you a fantastic story about the #PINKPONYPROMISE
hashtag campaign of Ralph Lauren. It’s about a secret that Ralph Lauren knows.
Copyright 2014 [email protected]
What is the PINK PONY FUND?
The Pink Pony Fund is The Polo Ralph Lauren Foundation’s initiative dedicated to supporting cancer care and prevention and ensuring that treatment is made available to medically underserved communities.
Copyright 2014 [email protected]
What is the #PINKPONYPROMISE?
#PINKPONYPROMISE is a special type of campaign called a “hashtag campaign”, which POLO Ralph Lauren corporation is using this October.
Copyright 2014 [email protected]
Copyright 2014 [email protected]
You can promise:
-Have your baseline mammogram at age 40.-Quit smoking.-Eat more bright-colored berries.-Replace soda with green or herbal tea.-Take a yoga class.-etc.
You can find more ideas on the official web site of the Ralph Lauren corporation.
Copyright 2014 [email protected]
So, what is the secret of success of the #PINKPONYPROMISE
hashtag campaign?
Copyright 2014 [email protected]
The secret is to connect closely with clients. It helps to discover what your customers’ needs are beyond your brand.
For example, people want to be helpfuland useful to other people. Ralph Lauren gives that chance to be helpful. He is a sponsor of the human desire to be helpful. The Social Media space is an ideal place to realize such a project.
Copyright 2014 [email protected]
When you publish your promise on social media your friends (your followers) can see it. Some of them might decide to support the #PINKPONYPROMISE campaign, too. They also have followers, who may support it.
Copyright 2014 [email protected]
Thereby, the quantity of participants grows with the help of word-of-mouth phenomenon.
Copyright 2014 [email protected]
Thereby, the quantity of participants grows with the help of word-of-mouth phenomenon.
Copyright 2014 [email protected]
Thereby, the quantity of participants grows with the help of word-of-mouth phenomenon.
Copyright 2014 [email protected]
Today it’s easy to calculate how many #PINKPONYPROMISE hashtags were
used daily. As a result the Pink Pony Fund of The Polo Ralph Lauren donates $10 to cancer-related causes for each posted #PINKPONYPROMISE hashtag.
Copyright 2014 [email protected]
Copyright 2014 [email protected]
Finally, what kind of extra benefits can we find in the #PINKPONYPROMISE
hashtag campaign for people and for the Ralph Lauren corporation?
Copyright 2014 [email protected]
1. The #PINKPONYPROMISE hashtag campaign helps to fight cancer.
2. The #PINKPONYPROMISE hashtag campaign gives everyone an opportunity to feel they’re significant in participating in the fight against cancer.
Copyright 2014 [email protected]
1. The #PINKPONYPROMISE hashtag campaign helps to fight cancer.
2. The #PINKPONYPROMISE hashtag campaign gives everyone an opportunity to feel they’re significant in participating in the fight against cancer.
3. The #PINKPONYPROMISE hashtag campaign motivates and inspires people to start a more healthy life-style.
Copyright 2014 [email protected]
1. The #PINKPONYPROMISE hashtag campaign helps to fight cancer.
2. The #PINKPONYPROMISE hashtag campaign gives everyone an opportunity to feel they’re significant in participating in the fight against cancer.
3. The #PINKPONYPROMISE hashtag campaign motivates and inspires people to start a more healthy life-style.
4. The #PINKPONYPROMISE hashtag campaign promotes the POLO brand with the help of word-of-mouth.
Copyright 2014 [email protected]
May you have the good luck in your projects that Ralph Lauren has had in his!!!
Copyright 2014 [email protected]