This document discusses the role and use of hashtags in Twitter campaigns. It defines what a hashtag is and how they work on Twitter. It then outlines reasons to use hashtags, such as to create brand awareness, boost visibility, and track engagement. The document provides dos and don'ts for hashtag campaigns, such as making them easy to spell, being realistic, and partnering with influencers. It also gives tips for running a successful hashtag campaign, such as researching brands, defining goals, creating resonant hashtags, executing with teams and influencers, and measuring growth.