The useless hashtag: #italianslove

As I was flipping through the pages of the latest Elle magazine, I spied with my critical eye a hashtag on the latest Dolce&Gabbana campaign ad. It’s a good, visual campaign – evoking family, community, the lusciousness of D&G’s fabrics and prints in an equally effusive crowded Italian street.


Who wouldn’t want to be there?

Apparently, the Italians didn’t get the memo of the #italianslove hashtag. Maybe because it was discretely placed. Maybe it’s because barely anyone, even D&G’s social pages, didn’t use.

Whatever the case, these are the poor results I found with just a cursory Twitter and Instagram search. I didn’t even need to use a hashtag virality analyzer – a fancy word for an app that counts the tweets for you.

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For an international brand like D&G, 101 Instagram posts and only 15 tweets is, in scientific terms, ri-fucking-diculous. Why even bother?

Exactly – don’t bother. Let the campaign live on the page or on the billboard. No one really cares enough to share your meticulously shot ads unless it’s particularly relevant.


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