Zales

ZALES: #PRIDETOGETHER

Summary

Influencers kicked off the campaign by posting Call To Actions for audiences to submit their own “walk” to join the parade. Submissions would include someone walking from left to right on screen so when the videos were stitched together in IG stories, it assimilated a continuous walk, from one submission seamlessly to the next, for three days until Pride Sunday. On Pride Sunday, our LGBTQ+ influencer partners went LIVE on Instagram with Zales to talk about what Pride meant to them.

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Challenge

2020 marked the first time in history the LGBTQ+ community wouldn’t get their chance to march at pride. And, in a year of a pandemic and social unrest, Pride’s message of joy and inclusiveness was needed now, more than ever.

Idea

#PrideTogether was a social initiative that invited people from all across America to march in the first of its kind, virtual Pride Parade.   

It started with key influencers who sparked the parade on Instagram. Instagram stories seamlessly connected one walk to the next, creating one long, continuous virtual pride parade. 

The parade ran for 3 consecutive days, culminating on Pride Sunday where Zales hosted live sessions with each of our parade influencers on the importance of Pride.

Results



Spike in Positive Sentiment
80%
Total Impressions:
11,008,760
Total Reach:
7,385,776

Awards

2021 Shorty Awards
Bronze
2021 Webby Awards
Nominated (x2)
2021 One Show
Shortlist

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