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  • Writer's pictureAlexander Matambo

How To Run a Successful Pride Marketing Campaign


Like clockwork, every June we see brands showcasing their rainbow logos and content to show their support for the LGBTQ+ community. Brands tell compelling stories about inclusion and talk about changing the cultural conversation, championing the LGBTQ+ community, celebrating and protecting them. However, these efforts are sometimes seen as insincere and as a money-grab tactic.


This article will explore how brands can successfully show their support for this community in a way that will resonate with the audience and improve the brand's own standing.


Avoid Rainbow Washing


The LGBTQ+ community collectively has an estimated combined buying power of $3.6 trillion. This makes them an attractive market to many businesses who might want to capitalise through a process called rainbow washing.


This is the marketing phenomenon where brands begin to sell and promote rainbow-themed merchandise or have rainbow-themed social media posts throughout the month of June, but swiftly forget about the community by the time July comes around.

While a nice gesture, consumers can quickly tell whether the supportive messages are authentic or just another marketing ploy.


For a brand to have an effective Pride campaign, it needs to be able to show that its support goes beyond the month of June. They need to be part of the movement, and not following trending hashtags.

Representation


Diversity and inclusion are critical elements in every marketing campaign, particularly in the digital age we live in now. So this needs to be reflected both in the marketing team and the decision-making process.

Brands need to partner with agencies that have diverse and LGBTQ+ friendly policies and hire their own diverse talent. It is best for the campaign stories and ideas to come from people within the community, making the campaigns more authentic and appropriate to the target audience.


Including LGBTQ+ creators and decision-makers will reduce the chances of misrepresentation in media, and ensure that the right message is delivered.


Collaboration


Working with LGBTQ+ influencers and non-profit organisations has multiple benefits for a marketing campaign. Firstly, it ensures that the message is spread to the right audience for who it is intended and who it is will resonate with best.


Secondly, it keeps the stories and messages authentic by allowing relevant people from the community to vet the message.

Lastly, it shows a brand's true allyship by amplifying LGBTQ+ voices.


An example is Ugg's 2021 sixth annual "Pride Prom", where they partnered with Pacific Pride Foundation and prominent community members such as Lil Nas X.

Community Support


Brands are uniquely positioned to show support because through marketing, they have the ability to spark conversation and change public perceptions.

Used correctly, brands can use their platform to create a supportive and inclusive environment year-round. This can be done through emotive marketing campaigns, supporting LGBTQ+ friendly legislation, or championing their employees and creating a safe work environment for their LGBTQ+ employees.

Closing


Brands have the incredible power to influence and sometimes change public opinion and can use it to create a more inclusive and supportive society. An authentic and supportive campaign can set the groundwork for change. However, it should not only be done in one month of the year, but all year round.





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