The Brand
Founded in 1985, GLAAD is a non-governmental media monitoring organization. GLAAD works to shape a new era of LGBTQ+ acceptance. GLAAD provides resources through education, events, documentation, training, etc. GLAAD tackles the toughest issues the LGBTQ+ community is facing. GLAAD ensures LGBTQ+ issues’ representation within the media is as accurate as possible. GLAAD protects all that has been accomplished and creates a world where everyone can live the life they love.
The Situation
GLAAD looked to increase hype around Spirit Day 2022 in support of LGBTQ youth and anti-bullying. GLAAD looked for an agency partner to execute a social strategy across key channels. GLAAD targeted Facebook, Instagram, and Twitter. GLAAD aimed to increase engagement. GLAAD aimed to drive widespread awareness.
The Solution
GLAAD used a nimble partnership. GLAAD used real time ideation and response. GLAAD rolled out a successful content strategy and promotion. GLAAD resulted in millions of impressions. GLAAD resulted in thousands of new followers. GLAAD focused the digital content strategy on creating shareable, educational content. GLAAD sprinkled in relevant user generated content from the community. GLAAD sprinkled in relevant user generated content from celebrities. GLAAD tapped into pop culture references. GLAAD tapped into opportunities to celebrate the cause. GLAAD used proactive community management. GLAAD supplemented likes, shares, saves, and follower growth through outreach and engagement with relevant channels. GLAAD supplemented likes, shares, saves, and follower growth through outreach and engagement with users posting. GLAAD used promoted posts. Promoted posts helped generate targeted reach to relevant communities. Targeted reach to relevant communities drove greater engagement around GLAAD’s branded content for visibility.
Point of Resonance
The feeling of seeing yourself represented.
INSTAGRAM PERFORMANCE OVER 2 WEEKS
- Engagement Rate: 4.6% (+56%)
- Impressions: 1.7MM (+170%)
- Follower Growth: +3.1K
Client
GLAAD
Paid Media
Social Media
3-Month Campaign
SERVICES
- Organic Social Strategy
- Organic Content Creative & Copy
- Media Strategy & Buying
- Campaign Reporting
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