Motivational Hashtag at Core of Retailer’s Social Media Campaign
Since 75% of social media users now use hashtags, it’s no wonder retailers are using them in social marketing efforts (check out 9 Ways Retailers Use Hashtags to Promote Branded Content). For example, at the core of Dick’s Sporting Goods’ (DSG) “Every Runner Has A Reason” campaign is the #RunFor hashtag.
Here’s the full tagline for DSG’s 13-week effort: “These are true stories of triumph, loss, friendship, redemption, and the simple love of running. Every runner has a reason. What’s yours?” The #RunFor hashtag (introduced in March, when runners really kick their seasons into gear) provides a way for consumers to answer the question posed by the brand. In other words, by using the hashtag, DSG builds a social element directly into the language of the campaign, encouraging fans and followers to interact and connect with its messaging.
DSG utilizes several channels for the campaign, including Twitter, Facebook, Pinterest, the brand’s YouTube “running” playlist and a video series.
In addition to tweeting links to its inspiring video series, re-tweeting others who do the same and replying to followers who use the hashtag, DSG monitors Twitter for individuals tweeting about running. On a numerous occasions already, DSG has reached out proactively to users. For example, on April 8, one person tweeted, “Def running outside..its soo nice” [sic]. When DSG replied, “@username, What do you #RunFor?” the runner answered, “to stay fit & lose weight” [sic].
On Facebook, the brand promotes the campaign not only via status updates and cover photos (like the one at the top of this post) but also with a Facebook app. The app allows fans to create custom cover photos stating their own reasons for running while incorporating the hashtag, like this one:
Typical of the campaign, which celebrates runners more than it does the brand, the personalized cover photos do not contain references to DSG or its products. In fact, there are only two direct product pitches: “shop their gear” buttons beneath each video at http://dsg.com/runfor and the product-heavy “Run For” Pinterest board. DSG has missed an opportunity with that particular platform – to pin the very “re-pinnable” motivational messages inspired by the hashtag… instead of the stark images it chose from its catalog.
The Pinterest misstep isn’t enough, however, to derail the feel-good nature of “Every Runner Has A Reason.” Make an emotional pitch for user-generated content (“What do you #RunFor?) from an active community within your customer base… and you have a winning hashtag that can help boost your brand.
Note: Since some brands still don’t know not turn tragedies into advertising opportunities, it’s worth mentioning that DSG took a break from the hashtag and all related collateral in the days immediately following the Boston Marathon bombing. Though some users posted that it had changed what they “#runfor,” the brand did not.
