When I was working in the POLO Ralph Lauren store in Myrtle Beach 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. 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. 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. What is the #PINKPONYPROMISE? #PINKPONYPROMISE is a special type of campaign called a “hashtag campaign”, which POLO Ralph Lauren corporation is using this October.

How can anyone take part in the #PINKPONYPROMISE hashtag campaign?

You can promise:

Have my 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.

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. Thereby, the quantity of participants grows with the help of word-of-mouth phenomenon. 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. Yesterday I counted 98 publications with the #PINKPONYPROMISE hashtag. This means, that yesterday, POLO donated $980. So, what is the secret of success of the #PINKPONYPROMISE hashtag campaign? 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.

Finally, what kind of extra benefits can we find in the #PINKPONYPROMISE hashtag campaign for people and for the Ralph Lauren corporation?

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.

I think it’s a great hashtag campaign of a great corporation; established by a great person. May you have the good luck in your projects that Ralph Lauren has had in his! #HOTAmaker