How Big Brands Leveraged #MardiGras Hashtags on Twitter & Instagram

By on February 20, 2015 in Hashtag Fun, Hashtag Marketing, Hashtag Trends, Hashtags in the News, Instagram, Twitter

#mardigrasontwitterA Holiday like #MardiGras was made for Instagram and Twitter. The costumes, floats, parades and pageantry are iconic. Not that we needed an excuse to follow along, but we love this event, and it was a perfect tag to put our new Instagram hashtag tracking product thought the paces. We can’t wait to share this service with you in the coming months. Meanwhile, here’s a sneak peek from the beta…

For sharing purposes, we sampled #MardiGras - 12am 2/17/15 to 12am 2/18/15. It’s interesting to see how the post volume on both platforms followed a similar arc throughout the day and night.

Twitter #MardiGras Recap:

MardiGrasTwitterStats

Instagram #MardiGras Recap:

MardiGrasInstagramStats

While Twitter packed a bigger punch in terms of posts, reach and impressions, both platforms seemed to enjoy a near equal number of contributors.

Secondary hashtags were in evidence on both platforms. Frequency varied slightly but there was a great deal of crossover on both Instagram and Twitter, with #FatTuesday , #nola and #neworleans leading the pack on both platforms, and other hashtag use nearly identical in volume overall.

otherhashtagsmardigras

How Brands Leveraged #MardiGras:

Several savvy brands hopped on the #MardiGras hashtags, sharing wildly popular content. Why post to this popular tag?

  • A chance to co-opt high spirits, associating good times with the brand
  • Putting a branded/artistic spin on a popular event
  • Keeping the brand top of mind for holiday travelers and revelers

High following brands seized the opportunity and walked away winners with fun posts that struck a chord

The Winners - Brands That Made Our Toplists*:

Coca Cola’s posts earned them a spot on both Twitter and Instagram Top Lists

 

A photo posted by Coca-Cola (@cocacola) on

Lilly Pulitzer’s artistic print played well on both platforms, earning a spot on both Top 20 Lists.

 

Carlo’s Bakery showed off their tempting king cakes

 

A photo posted by Sprinkles (@sprinklescupcakes) on

Sprinkles Cupcakes tempted with less traditional, but equally delectable looking Mardi Gras Treats

 

A photo posted by Hollister Co. (@hollisterco) on

Hollister Co. & Abercrombie and Fitch reminded revellers to eat fat!

 

A photo posted by PANDORA (@theofficialpandora) on

A photo posted by ALEX AND ANI (@alexandani) on

Pandora jewelry & Alex and Ani both flaunted baubles worth trading some plastic beads for.

 

A photo posted by Keds (@keds) on

Keds shared Mardi Gras colored kicks.

 

A photo posted by COVERGIRL (@covergirl) on

Covergirl got glitzy

 

A photo posted by Mercedes-Benz USA (@mbusa) on

Mercedes Benz rolled with it.

 

A photo posted by @verabradley on

Vera Bradley shared their slice of king cake.

 

Honorable Mentions:

Tide’s Long Walk Home Tweet

Nasa’s Photos of Mardi Gras from Space

Dos Equis

 

Trojan’s Parade

Lastly, top dog props go to Spartacus and Zoey. Not a brand, but brands take note of them, these pups play in the big league when it comes to engagement on the visual web.

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*Instagram winner posts pulled from “Most Liked Posts” Toplists, Twitter winner posts pulled from “Most Impressions” and “Most Popular” posts Toplists.

About Ciaran Blumenfeld

Ciaran Blumenfeld is a serial entrepreneur with a pedigree in marketing & advertising. She's one of the original co-founders of Hashtracking. She enjoys a strong, engaged personal social media presence with footholds in the parenting, lifestyle and travel markets. As a marketer Ciaran can be found overseeing multi-platform digital campaigns from strategy to execution. This is when her geek side shows.
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