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A Master Class 
in 
Hashtag Marketing 
Exemplified 
by 
Ralph Lauren. 
Copyright 2014 alex.twitter@hotmail.com
When I was working in the POLO Ralph Lauren store I 
was delighted with the unique environment. I speak of a 
special corporate atmosphere of team building, interior 
design, promotional strategies, relationships with 
customers and clothing design. 
Copyright 2014 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
What is the PINK PONY FUND? 
Copyright 2014 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
What is the 
#PINKPONYPROMISE? 
Copyright 2014 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
Copyright 2014 alex.twitter@hotmail.com
How can anyone take part in the 
#PINKPONYPROMISE 
hashtag campaign? 
Copyright 2014 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
So, what is the secret of success of the 
#PINKPONYPROMISE 
hashtag campaign? 
Copyright 2014 alex.twitter@hotmail.com
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 helpful 
and 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 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
Thereby, the quantity of participants grows 
with the help of word-of-mouth phenomenon. 
Copyright 2014 alex.twitter@hotmail.com
Thereby, the quantity of participants grows 
with the help of word-of-mouth phenomenon. 
Copyright 2014 alex.twitter@hotmail.com
Thereby, the quantity of participants grows 
with the help of word-of-mouth phenomenon. 
Copyright 2014 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
Copyright 2014 alex.twitter@hotmail.com
Finally, what kind of extra benefits can we 
find in the #PINKPONYPROMISE 
hashtag campaign for people and for the 
Ralph Lauren corporation? 
Copyright 2014 alex.twitter@hotmail.com
1. The #PINKPONYPROMISE hashtag campaign 
helps to fight cancer. 
Copyright 2014 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
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 alex.twitter@hotmail.com
May you have the good luck in your projects 
that Ralph Lauren has had in his!!! 
Copyright 2014 alex.twitter@hotmail.com

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A Master Class in Hashtag Marketing Exemplified by Ralph Lauren

  • 1. A Master Class in Hashtag Marketing Exemplified by Ralph Lauren. Copyright 2014 alex.twitter@hotmail.com
  • 2. When I was working in the POLO Ralph Lauren store I was delighted with the unique environment. I speak of a special corporate atmosphere of team building, interior design, promotional strategies, relationships with customers and clothing design. Copyright 2014 alex.twitter@hotmail.com
  • 3. 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 alex.twitter@hotmail.com
  • 4. What is the PINK PONY FUND? Copyright 2014 alex.twitter@hotmail.com
  • 5. 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 alex.twitter@hotmail.com
  • 6. What is the #PINKPONYPROMISE? Copyright 2014 alex.twitter@hotmail.com
  • 7. 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 alex.twitter@hotmail.com
  • 9. How can anyone take part in the #PINKPONYPROMISE hashtag campaign? Copyright 2014 alex.twitter@hotmail.com
  • 10. 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 alex.twitter@hotmail.com
  • 11. So, what is the secret of success of the #PINKPONYPROMISE hashtag campaign? Copyright 2014 alex.twitter@hotmail.com
  • 12. 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 helpful and 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 alex.twitter@hotmail.com
  • 13. 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 alex.twitter@hotmail.com
  • 14. Thereby, the quantity of participants grows with the help of word-of-mouth phenomenon. Copyright 2014 alex.twitter@hotmail.com
  • 15. Thereby, the quantity of participants grows with the help of word-of-mouth phenomenon. Copyright 2014 alex.twitter@hotmail.com
  • 16. Thereby, the quantity of participants grows with the help of word-of-mouth phenomenon. Copyright 2014 alex.twitter@hotmail.com
  • 17. 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 alex.twitter@hotmail.com
  • 19. Finally, what kind of extra benefits can we find in the #PINKPONYPROMISE hashtag campaign for people and for the Ralph Lauren corporation? Copyright 2014 alex.twitter@hotmail.com
  • 20. 1. The #PINKPONYPROMISE hashtag campaign helps to fight cancer. Copyright 2014 alex.twitter@hotmail.com
  • 21. 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 alex.twitter@hotmail.com
  • 22. 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 alex.twitter@hotmail.com
  • 23. 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 alex.twitter@hotmail.com
  • 24. May you have the good luck in your projects that Ralph Lauren has had in his!!! Copyright 2014 alex.twitter@hotmail.com