A responsible hashtag campaign raises awareness about society problems:

– It gathers posts on a precise subject

– Society main actors directly speak to the public

– Social medias are used to create reactions from the public

Ikea use case

Multinational group of ready-to-assemble furniture Ikea, and world’s most popular environmental conference COP 21 partnered to raise awareness on energy waste.

The two organizations found a way to act together through hashtags like #ENSEMBLE, #COP21 and #IKEA to launch a responsible hashtag campaign.