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Case Study #17 | GiGiorno Pizza’s Misused Hashtag

We’ve spent hours reading stories of how social media was used out of context and caused brands a lot of pain, followers and money.

The moral of the story – Anyone (brands big and small) can make a mistake.

Let’s learn from their mistakes, shall we?


The hashtag #WhyIStayed was trending on Twitter after Janay Palmer Rice made the decision to stay with NFL player Ray Rice after a domestic violence incident.

DiGiorno Pizza saw the trending hashtag and tried to join the conversation.

They tweeted saying “#WhyIStayed You had pizza.”

Within minutes the inappropriate tweet was deleted, and the company apologized, stating that the didn’t know what the hashtag was about before tweeting.

What can we learn from this?

Joining in on trending hashtags is a great idea. But it’s important to do your research first. Find out what the hashtags are being used for before joining in on the conversation so you can avoid the same issue as DiGiorno Pizza.


Read our other Case Studies here.


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