Recently, fashionista.com published an article, “Calvin Klien’s Fall Campaign Stars Lara Stone and a Hashtag,” that focuses on the brands use of hashtags for their new fall line. #MyCalvins, will be featured on various forms of media such as print, digital, in-store and outdoor advertisements. While the hashtag has already engaged 6 million fans, it is easy to see the strategy is working- but is it succeeding? It comes down to converting consumers who engage and measuring ROI from those consumers. This is accomplished by shifting more focus to the true star of the ad (with no offense to Lottie Moss of course), the hashtag.
While the hashtag reached 200 million fans in 23 countries since it’s launch, it’s productivity ends at conversation. What incentive does Calvin Klein provide for consumers to post photos (especially in their underwear!) and use the hashtag? For the consumer that engages with the hashtag, how is that data used to measure performance? These answers can be found when major brands shift focus from conversation to conversion.
If hashtags are the glue that hold marketing together, Chirpify is focused on turning that glue into concrete and giving it utility. This is accomplished through activating hashtags (Actiontags) for cross-channel promotions. Actiontags allow brands to provide consumer incentive for using the campaign hashtag. When consumer’s participate in those Actiontags, brands are able to see a tangible ROI and conversion rate from their campaign. Success can be achieved across media platforms such as billboards, TV, and even In-Venue.
The Calvin Klein #MyCalvins campaign has been a clear success but it has the potential to be taken to a whole new level with Actiontags. By giving a user to participate beyond just a conversation but in a business conversion, both the user and brand benefit from seamless access and data collection.