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ManagementBrand PositioningPersonal CareBeginner2004
Dove: Real Beauty Campaign
The challenge
Twitter launched in 2006 but users had no way to organize conversations or find others discussing the same topic. Messages were chronological but unconnected. The platform was growing but the conversation was chaotic and hard to navigate.
The strategy
Twitter didn't invent the hashtag — user Chris Messina suggested using the # symbol to group conversations in 2007. Twitter's strategy was to recognize user innovation, adopt it as a platform feature, and eventually trademark the term hashtag.
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Try the full case free →Key lessons (preview)
- The best features often come from power users — watch what your users do and build on it.
- Adopting user innovations faster than competitors can define platform culture.
- Platform features that organize user-generated content create compounding network value.