Campaigns · 3 min read
How to Build Campaign Hashtags
Planning the tag architecture for a campaign before the first post goes out.
One primary, several derivatives
Every campaign needs exactly one primary tag that appears on every post. Everything else derives from it: a brand-prefixed version for owned channels, a location version per market, and a year version if the campaign recurs.
Deciding these together, at the start, is what keeps a multi-market campaign legible in reporting later.
Write the rules down
Publish an internal one-pager: the primary tag, the approved derivatives, the exact capitalisation, and which tags are for which channel. Ambiguity here is expensive — a campaign split across #SummerSale and #Summer_Sale has effectively run two campaigns.
Test before launch
Search every candidate on every platform. Check how it reads without spaces, in lowercase, and when a screen reader announces it. Check that it does not collide with an existing community, a competitor, or an unfortunate word break. Only then print it.