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#DPOE a viral twitter movement. In 2013 dpoe clothing launched a 30-day positivity campaign in which the CEO requested that his followers tweet positive messages and add the hashtag #DPOE, an acronym for Dog Phresh Over Everything. On top of tweeting positive messages, everyone who participated made sure to retweet each other's tweets. With the daily use of the hashtag, it was easy to take over the timeline, especially when others began joining in with their own positivity. As always there were a few critics but even their negativity pushed the hashtag into more and more popularity, generating more buzz and increasing its virality. Everyday there were new people joining in on the conversation asking “What’s #DPOE?”