The Pride Edition

Your monthly creative brew with a healthy dose of RoI. Bringing you the latest trends, tips and tricks for brands that want to thrive without compromising on creativity.

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This month we’re talking about: how campaigns can be creative & impactful while staying true to a cause. Case in point: Pride Month.

To start, let’s talk about WHAT constitutes an ideal example of a Pride Month campaign.

Things You Need To Keep In Mind

-Use the correct pronouns-and if you’re unsure which one to use, ask away! Don’t assume. ?

-People spreading hate about the queer community on your page? Don’t ignore them-show your support for the LGBTQIA+ community instead. Remember, change starts with YOU! ?

-Let the queer community themselves voice their opinion on the things that matter to them. ?

- Don’t just be an ally who shows support - highlight the issues, concerns and real dangers the community faces through your campaigns and content. ?

Let’s Talk About Inclusivity

The internet is meant to be an inclusive and free space for self-expression. However, when it comes to women; the queer community; and other minorities, hate speech and slurs are still commonplace.?

The truth is that the Internet, while wholesome at times, has at large failed to be a step in to empower diverse voices-that’s what the numbers say.

The Statistics Speak For Themselves

Statistics paint a pretty bleak picture of what the LGBTQIA+ community feels while expressing themselves online. Here are the alarming facts:

-Over 74% of members of the LGBTQIA+ community report facing discrimination based on their sexual orientation or gender identity.?

-The LGBTQIA+ community has a 40% higher social interaction anxiety rate compared to non-LGBTQIA+ counterparts.

(Source: The Times of India)

Whether the queer community creates content or consumes it, the last thing they should do is hide in the shadows of judgement. Pride Month seems like the perfect opportunity for brands to showcase their support. But here’s the problem: That’s too convenient. Too tokenistic. Too inauthentic.?

The Case Of Rainbow-Washing

Let's get real: Most brands drop the ball after June, only using rainbow-washed logos. They miss the mark on addressing the challenges faced by the queer community. Authenticity takes a backseat to moment marketing. Only a handful of campaigns manage to get it right.

Featuring The Noteworthy Ones

Speaking of campaigns, which ones do we feel hit the mark? We recommend checking out the Vicks-Generations of Care (#TouchOfCare), aiming to normalise trans motherhood, and the OkCupid’s #LoveAtFirstPride campaign? celebrating LGBTQIA+ relationships. By challenging the stigma prevalent in society, they’ve gone beyond crafting a campaign ‘‘for the sake of it.’’?

The core messages that the brands showcase can be extended to the rest of the year. As a dating platform, OkCupid can help the LGBTQIA+ community discover a life partner. Similarly, Vicks’ message, ‘‘Everyone deserves the touch of care’’,? is represented by how its healthcare products do not discriminate between individuals.?

The Campaign Highlights

At Socially India, we joined hands with the queer community to be #HaqSeProud when it comes to their identity.

Here are some of our campaign highlights:

Stories of Queer Business Owners: We featured queer business owners that make us PROUD, (kudos to them!) and shifted the narrative to the queer community. Our goal was to focus on their stories. What’s more - this is something we’ll continue to focus on throughout the year through our #QueeratorsWeLove segment.

Sharing Insights into Queer Friendly Digital Features: Social media networks are taking the right steps towards inclusivity. Features like adding pronouns, queer communities groups, etc. are a few that we personally love.

Giving Back: It’s not all talk. To further empower the LGBTQIA+ community,? we made a small contribution to show our appreciation to 3 impactful organisations. The Humsafar Trust works for the queer community’s health and human rights, and Sangama provides healthcare & education services. Similarly,Naz Foundation provides counselling & support services for the LGBTQIA+ community.

Curious to see how the Pride Month campaign unfolded?

You’re just one click away-here’s the link:

Here’s What We Have To Say

Rainbow washing and logo changing. The list of showcasing? tokenistic support goes on and on and on…

What should brands ACTUALLY do for the queer this Pride Month? Ankita Mahabir, Founder, Socially India, sheds light on this topic. Read the full article here:?https://www.thequint.com/gender/lgbt/ponth-rainbow-washing-can-brands-ads-campaigns-do-betterride-m

What We Take Pride In

We yielded successful marketing results for a leading fintech brand. Read on to know about how we aced the digital growth strategy.

The WHAT: The Riveting Results?

1,00,000 + Monthly Brand Impressions

2000+ Website Clicks

The HOW: Our Approach To Making It Happen

What did our content strategy include? It was a mix of informative content that targeted investors and partners, moment marketing, & inspirational stories of entrepreneurs who grew their companies after taking business loans.?

Does what we talk about excite you? Then, follow the Socially India page and comment below. We’re all ears-so spill the beans on what you think about this version of our newsletter.

Want to elevate your social media marketing to the next level?

Contact us: [email protected] or

Head over to our website: https://www.socially.co.in/.

P.S Don’t forget to check out our case studies: https://www.socially.co.in/our-case-studies?