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The study shows Twitter's analysis and visualization for a campaign organized by a cosmetic brand, Loreal Parisin Malaysia. It aimed to obtain insights into user interaction and to compare the usage of hashtags in social media campaigns, particularly focusing on the cosmetic brand L'Oreal Paris in Malaysia. They are used as part of online advocacy which can allow users to share User-Generated Content (UGC) related to the campaign. L'oreal Paris used digital activism in their campaigns to boost customer engagement and purchase intention. This suggests that the brand aimed to involve customers and increase their interest in purchasing their products. Hashtags, specifically #LorealParisMY and #Lorealista, were investigated in the study. The study employed Social Network Analysis (SNA), with the dataset from Twitter that was collected through the Gephi Tool – Twitter Streaming Importer v2. Social network analysis involves examining relationships and interactions within a network of users. The dataset was processed using the tool, Gephi. The study discovered the hashtag #Lorealista had a successful result in enhancing customer engagement compared to #LorealParisMY. Moreover, #Lorealista had better influential actors that lead to a wider audience by disseminating information on Twitter with network properties and network centrality. Overall, this study suggests that for the L'Oreal Paris campaign in Malaysia, the hashtag #Lorealista was more effective in achieving its objectives of customer engagement and influence on Twitter, as indicated by its greater success in user interaction and social network centrality. [ABSTRACT FROM AUTHOR]