News
Playboy Reveals The Strategy Behind a Wildly Popular Twitter Hashtag
• Apr 23
Playboy’s Social Media Manager Allie Sullivan revealed the strategy behind creating their extremely successful Twitter Hashtag, #FriskyFriday. Even if you don't have beautiful women as sources of content, this is still an amazing case study you can apply to your business.
It isn't often that I come across a case study for creating social media success that is as broadly applicable as this one. Thanks to Allie Sullivan for sharing this insight and Drew Olanoff for penning the article that you can find on The Next Web - Insider.
The basic gist is that Allie began by working with Shera Bechard--Playboy's Miss November 2010--to share photos each Friday so she could retweet them via Playboy's official Twitter account.
The photos became wildly popular and the concept grew into the hashtag #FriskyFriday with many playmates and model hopefuls participating. Allie says, "There are at least 50K @ mentions on #FriskyFriday, around 350K clicks on tweeted links retweeted by Playboy every Friday".
Playboy has even monetized the hashtag by creating sponsored #FriskyFriday campaigns where the photos taken include products or branded props.
Kudos to Allie for a job well done. Her concept should prove useful to any company or group that can mobilize various influencers to create a bigger movement that grows over time, encourages community participation and can possibly lead to the monetization of social efforts.
Check out the article.
In 2011 A-Side helped create a similar community engaging hashtag for Mazda that they still use today called #MiataMonday. What are your thoughts on monetizing campaigns like this without external sponsors? Maybe your company could offer a product exclusively through a link on Twitter that is tailored for the community the hashtag reaches? Share your comments below if you're so inclined. ;)
Martin Smith
VP Marketing, A-Side Worldwide
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