England tried "Together for England" or something along those lines. Everyone can use the same words but it will be how those words inspire those who matter that will count for whether the message will work or not.
All these slogans mean nothing if we believe the club has no interest in the fans and it's just an empty marketing ploy, but so many bridges have been built that this desire for togetherness at club level does not seem like message laced in irony any longer.
Although describing it as "our hashtag" does undermine my point somewhat.