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The top five charity hashtag trends you love to hate

8 Oct

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I’m going to let you into a secret. I wasn’t brave enough to take part in #NoMakeUpSelfie, I was nominated for the #IceBucketChallenge twice and I didn’t dunk myself in cold water and although I’ve laughed at CLIC Sargent’s #JokeAppeal campaign, I’ve not donated.

So, there you have it. I’m a bad person.

But, while I’ve not successfully completed the call-to-actions, I do think their social media-driven campaigns are brilliant at raising awareness of very important causes. Transforming the way young people engage with the third sector, these hashtag trends are snowballing and I just can’t keep up.

As a result, I’ve become fed up of my Twitter, Facebook and Instagram timelines constantly getting clogged up with pictures and videos that I feel obliged to like. Because, let’s face it, once you’ve congratulated one person on throwing water on themselves, you really have to do it for everyone. So, people like me, who were once in awe of these great PR and marketing stunts, are now just ‘meh’.

But, if the BBC can be impartial then Prime Time can at least be kind enough to write about them. Which is why, after reading about new ways charities are piggybacking off hashtag explosions, I’m going to rank my top five social media charity phenomenons:

#WakeUpCall

Established by Unicef, in aid of its Syria Emergency Fund, the #WakeUpCall campaign involves celebrities posting photos of themselves… you guessed it… having just woken up.

Kick-started by the charity’s ambassador Jemima Khan, Strictly’s Claudia Winkleman and QI’s Stephen Fry have also got involved to encourage people to open their eyes to the unstable situation in the Middle East affecting young children. And, with more than 3,000 tweets containing the all-important hashtag in the last 12 hours, it’s likely that this initiative will raise a lot of money.

A gallery on the Telegraph online doesn’t hurt either.

Supermodel Naomi Campbell wakes up like this for Unicef#FaceUp

Developed by Plan UK, Face Up is an app that aims to raise awareness of female genital mutilation, sexual violence and child marriage. Once you’ve downloaded the app onto your smart phone you can upload an image which will be imprinted with the words ‘I’m putting girl rights where they can’t be ignored’ and share it in the app’s photo album.

Compared to Unicef’s efforts, this isn’t creating as much of a buzz online yet; tweets are currently in the hundreds – rather than the thousands. But, with PR coverage on The Huffington Post and The Daily Mail online, thanks to support from Game of Thrones stars Natalie Dormer and Lena Headey, it may not be far behind.

Game of Thrones star Natalie Dormer promotes women's rights

#LastSelfie

WWF Denmark and Turkey embraced Snapchat earlier this year and made the most of its self-destruct feature to explain the rate that endangered animals are disappearing.

From tigers and gorillas to pandas and orangutans,  the charity used the hashtag #LastSelfie to encourage people to share the image in order to ‘save’ the species. Persuasive, clever and easy to do, this worked well because the aim was to raise awareness rather than source donations.

Once people had bought into to the severity of the situation, a new call-to-action followed. By focusing on one objective at the time, WWF created an incredibly strong campaign.WWF's #LastSelfie used Snapchat to raise awareness

#FirstWorldProblems

If you’ve never used this hashtag before then I’d love to live your life. #FirstWorldProblems is a generic hashtag used by people when venting online about insignificant annoyances.

For example, I recently almost slipped on a rogue squashed tomato in the supermarket and if I’d known the couscous was down a different aisle I could have avoided the whole hullabaloo.

So, when Water for Life borrowed the phrase – which was used over 106,000 times in the last month alone – and turned it on its head for its emotive campaign, it grabbed people’s attention.

The only issue is that when you Google search the term, the first mention of the charity is on the fourth page and it’s not its official website. This emphasises the importance of ensuring all the i’s are dotted and the t’s are crossed when linking up your website to generate top SEO rankings.

Water for Life adopted the #FirstWorldProblems hashtag to make a point

#Batkid

I’m a little late to the party on this as it’s a couple of years old now. But, thanks to Miles Scott, a five-year old leukemia survivor, his Make a Wish Foundation dream to become a superhero for a day went viral.

The charity transformed part of San-Fran into Gotham to recreate Batman’s city and kept people up to date via its website and a behind the scenes video ,which was picked up by Twitter users across the world. The hashtags #Batkid and #SFBatkid were used in more than 110 countries reaching 777m people on a cold November day in 2012. Not even I can argue with these figures.

Make a Wish launched #BatKid

Reading through my top five, I can see that there was definitely something special about the slightly older social media stunts employed by charities.

Perhaps I believe they have more charm because I think the brands would’ve shocked themselves at their own success, because they were taking a risk and exploring unknown online territories. Either way, the hashtag trends have exploded so quickly that as long as people get behind them, they’ll continue taking over timelines and securing national headlines for the foreseeable future.

The charities were shocked at their own success, because they were taking a risk and exploring unknown online territories.

Don’t get me wrong, I think social media opens up the floor to make charity PR a level playing field, especially for rarer causes or organisations with tighter budgets. I just don’t believe that if a trend launches in one country for a specific cause, that a different charity across the pond can adopt it as its own. Surely, the cause and challenge should translate wherever it’s used across the world?

Hashtag highjacking, particularly by the big boys, is not big or clever, and it’s certainly a box you don’t want me to open. Utilising the #TubeStrikes is one thing; stealing an entire campaign is another. Know who I’m talking about yet?

What do you think? Did your favourite hashtag trend make the list?

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A perfect World Cup tweet gone wrong

18 Jun

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I’ve decided that when Taylor Swift first sang the words ‘I knew you were trouble when you walked in’ she was talking about one of two things: 1D’s Harry Styles or the perils of social media.

Social media is a bear trap for brands and the latest honey to lure them in is the World Cup. Put simply, if a tweet misses the net the person behind the shot will end up paying the price.

Playing the hand you’re Delta
On Monday night Delta Airlines decided to keep its 690,000+ followers updated on the final score of the USA (2) vs Ghana (1) match with this tweet.

20140618-103129.jpgAn ignorant stereotype
On the outside this looks like a great tweet. It’s factual, engaging and makes the most of iconic photography.

Look a little closer and you’ll see that it was all going so well until the company decided that the photo that best defined Ghana was a giraffe.

Moments later, experts quickly pointed out that giraffes don’t live in Ghana (If you didn’t already know this go straight to jail. Do not pass go and do not collect £200.)

In fact, with a bit of digging the experts discovered that this stock image had Kenya written all over it. (Well, you know what I mean.) So, there’s no reason, or excuse, for the Delta team to have got this one wrong.

Not only does it make the brand look a little unworldly – believe me for a travel company that’s not the adjective you want to be associated with – but also a little uncaring.

Cue the apology
To right its wrong, Delta did the only thing it could do in this situation: issue a public apology.

But, I can only imagine that its community manager was trembling with fear because it added an unnecessary step to its sorry note. It made a typo by referring to its ‘precious’ tweet (opposed to previous).

20140618-114716.jpgI’ve previously said that if a link between a brand and an event isn’t obvious then they shouldn’t be wading into the conversation at all.

Global events, like the World Cup, are not only notoriously difficult to generate cut-through, but when brands do get noticed it’s often because a mistake’s been made.

Destroying the evidence
Not that you’d ever know Delta had been issued a yellow card. The offending image has disappeared from the timeline and the airline has spent the last day ‘doing a Sainsbury’s‘ by directly apologising to its critics.

Perhaps I’m not giving Delta enough credit. It may have been completely in control of this risky stunt. But, it’s not one that I’d ever recommend.

A&F bans black clothing for attention

10 Jul

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If there’s one thing that all women agree on, it’s the colour black. It’s universally flattering. So, why has designer brand Abercrombie & Fitch banned it from all its stores?

The fashion outlet has announced that it’s no longer selling any black garments and its employees – including those based at its Ohio head office – are not allowed to turn up to work in it. Even black winter coats are frowned upon, leaving men and women across the country scurrying around for a new wardrobe.

Abercrombie thinks black is too formal and that’s not what it wants to be associated with. So it’s taken the decision on itself – without any research of feedback from its customers to back it up – suggesting that this is just a marketing and PR stunt, with not much substance behind it.

Journalist Ashley Lutz from Business Insider online suggests that the brand is chasing its ideal and preferred American sweetheart customer which is a tall, slim and pretty with an outgoing attitude. And its ban on black is just one step closer to targeting, and attracting, this type of person into its stores.

There’s a flurry of links to the news story which has been picked up by key websites such as MSN and The Drum. But other than that Michael Jeffries, Abercrombie’s CEO, has slipped his latest guidelines under the radar.

I’m no fashionista (however hard I try) but black is classic, not formal. And this isn’t a successful strategy, it’s a cry for attention.

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