When days like #NationalBestFriendsDay roll around, brands have a great opportunity to make the most of a trending hashtag. The only question is: is the trending hashtag right for the brand or will it look like a shameless shoehorn like Homebase’s RIP Prince #fail? Here’s a round-up of who totes got it right this year.

Battersea Dogs & Cats Home

Inviting people to share pictures with their beloved pets? Genius. A great way to boost the charity’s cause and get lots of lovely user-generated content.

Wicked the musical

Already a line from the musical, this post practically wrote itself. Love <3

National Rail

You might not think #NationalBestFriendsDay links particularly well with National Rail, but they’ve executed this perfectly. Single ticket to Twitter fame please.

Pizza Express

An easy option would have been to simply say share a pizza with your pal, but this tweet was way better. Pizza > Friendship.

Superdry

This competition by Superdry is super simple and super effective. Simply tag your pal and win – great way to make #NationalBestFriendsDay relevant to them.

Pandora

Pandora went down a similar route to Superdry with this tweet, which includes a specific page on their website called ‘Gifts for friends’.

Sunderland AFC

Such. A. Good. Idea. We salute you Sunderland AFC.

Fanta

24 fingers loves a pun (just ask the resident pun princess) and this steals the show for #NationalBestFriendsDay puns.

River Island

River Island wants more people to follow it on Snapchat and it wants to get involved in #NationalBestFriendsDay but how can it link both? Like this…

And the last, but by no means the least, our favourite…

Cahonas Scotland

This is just incredible. Truly, truly excellent.