Instagram Pride-related content has been gaining momentum.
Pride on Instagram worked best for Under Armour, Converse and Ikea USA.
Calvin Klein, MAC Cosmetics and Levi’s experienced good results as well.
Under Armour and Pride
With more than 26,000 likes on their rainbow-colored pair of sneakers,
Under Armour is rocking the Pride campaign on Instagram.
Converse decorated its headquarters building for Pride Month.
And their Insta post generated over 136,000 likes.
Rainbows are in.
The rainbow-colored Ikea shopping bag
attracted over 31,000 Instagram users.
Hashtags= Pride
Social influencers are increasingly using pride-related hashtags
such as #pride, #pridemonth or #pride2019.
According to Pew, Gen Z is welcoming gender diversity.
This generation tends to support brands that reflect
a genuine commitment to social issues.
Instagram and influencer marketing go hand-in-hand today.
Advertisers leverage influencer posts into ads to cast a wider net.
Pantene recently launched the
don’t hate me because I’m beautifulgbtq campaign.
However, success with Pride-themed marketing requires
careful planning and authenticity.
A brand merely using the said theme to sell products
might not attract success with the Gen Z, in particular.
Marketing to Gen Z is a different ballgame.
In fact, 50% of Americans believe that Pride-themed content
is more of a marketing tactic than a genuine voice of the brand.
How to do it right?
Chipotle Mexican Grill decided to donate part of the proceeds
from its Pride-themed gear to The Trevor Project.
Similarly, Bloomingdale’s will donate a dollar to a BNY-based
non-profit for every social media post carrying the
hashtag #BloomiesLovesHousingWorks.
The Pride Month 2019 holds special significance as it marks
the 50th anniversary of the Stonewall riots.
The Riots followed a raid that took place at the Stonewall Inn
in Greenwich Village, Manhattan in 1969.
The LGBT community wanted the establishment of places where
they could feel free about their sexual orientation.
Talking about Instagram Pride-themed marketing….
Which brand do you think is doing it right?
