Since final 12 months, Delight Month marking has gotten quieter. Manufacturers that after loudly waved the rainbow flag, have gone silent, and the LGBTQIA+ group is taking be aware.
LGBTQ+ audiences anticipate extra from manufacturers than promoting rainbow merch throughout Delight. Manufacturers should present that their assist is genuine, year-round.
The LGBTQ+ group holds about $1.4 trillion in shopping for energy within the US (slightly below the GDP of Spain). Now greater than ever, they’re supporting manufacturers that align with their values, and ditching those who don’t.
Partnering with LGBTQ+ creators and supporting their group past Delight can construct lasting belief and loyalty.
6 Delight Month advertising and marketing greatest apply
If you wish to join with LGBTQIA+ creators and genuinely assist the group in a significant means, begin right here:
1. Advocate year-round
When the rainbow flag solely exhibits up in June, it’s a pink flag.
True advocates don’t cease when Delight Month does. Individuals will pay attention to which manufacturers go silent on LGBTQ+ causes come July 1st.
To point out your assist is genuine, make a year-round dedication. Listed here are a couple of methods to assist the LGBTQ+ group past Delight:
Characteristic LGBTQ+ creators in your campaigns all year long.
Donate to organizations that commemorate queer tradition and assist LGBTQ+ causes.
2. Put values above revenue
Manufacturers that need to attain LGBTQ+ audiences should assist them—even when it’s not worthwhile or fashionable.
Each June, numerous manufacturers launch Delight collections and rainbow merch. That’s not essentially unhealthy. However, if that’s all you’re doing, then you definitely’re simply rainbow-washing (utilizing Delight symbols solely to revenue from the LGBTQ+ group).
At greatest, you come throughout as inauthentic and opportunistic. At worst, you lose belief, injury your fame, and offend the viewers you had been making an attempt to succeed in.
Manufacturers that deal with Delight Month as a technique to money in, finally lose. Based on Nielsen, 72% of LGBTQ+ shoppers cease shopping for from manufacturers that don’t worth their group.
As an alternative, be clear about your model values and follow them (even when it’s robust) with constant, significant actions.
Instance: When many large manufacturers caved to political strain and scaled again DEI efforts, Costco doubled down. In January, 98% of Costco shareholders rejected an anti-DEI proposal.
The corporate caught to its values, however that doesn’t imply supporting DEI initiatives isn’t good for enterprise.
It’s had 16 consecutive weeks of elevated foot visitors.
It sparked a “buycott”—the alternative of a boycott. Clients are exhibiting their assist by procuring at Costco as an alternative of its anti-DEI opponents.
3. Allyship requires motion
Manufacturers maintain huge energy and might be priceless allies to the LGBTQIA+ group. However immediately, saying you’re an ally isn’t sufficient.
Individuals are noting (and infrequently ditching) firms that publicly rejoice Delight of their advertising and marketing whereas quietly donating to anti-LGBTQ+ politicians and causes.
True allies take motion. They assist LGBTQIA+ inclusion and equality in ways in which create significant impression.
Instance: Ben & Jerry’s has been vocal about LGBTQIA+ rights lengthy earlier than it was worthwhile to take action. Right here’s how:
Inclusive office insurance policies – In 1989, Ben & Jerry’s was the primary main firm to present full worker advantages to same-sex companions.
Monetary donations – In 2015, it renamed the Chocolate Chip Cookie Dough taste to “I Dough, I Dough” and donated gross sales to the Human Rights Marketing campaign to rejoice same-sex marriage legalization.
Public advocacy – The corporate and its founders constantly converse out in opposition to anti-trans and anti-LGBTQIA+ laws and publicly advocate for trans healthcare and equality.
4. Let LGBTQ+ creators lead inventive
LGBTQ+ creators know how one can converse to their communities higher than a PR workforce.
Additionally they have lived experiences and audiences who belief them, so their views are priceless.
As an alternative of sending LGBTQ+ creators a short or script, deliver them into the inventive course of early on.
Ask questions like: “What does Delight imply to you, and the way can we assist that story?”
Invite them to collaborate with you in your Delight collections, marketing campaign messaging, and visuals.
Let creators inform their tales in their very own voice. Collaborate carefully however give them house to specific themselves.
Instance: UGG co-created its Delight assortment with LGBTQ+ influencer and comic Alok Vaid-Menon. The model additionally harassed that it’s a year-round mission, not solely for Delight month.
Then, it backed up its dedication by donating $200,000 to LGBTQ+ organizations It Will get Higher, Pacific Delight Basis, and PFLAG Nationwide.
5. Amplify voices, not labels
Illustration issues, however don’t deal with variety like a guidelines.
Being a various and inclusive model doesn’t imply ticking off checkboxes or assembly a quota. LGBTQ+ creators are greater than their id. Lowering them to sure labels can grow to be tokenism.
As an alternative, seek for LGBTQ+ influencers whose values, content material, and viewers align along with your model.
6. Create a response plan
Delight campaigns can invite dialog and controversy. Dialogue is a part of progress, however the web is just not at all times a pleasant place.
Put together your workforce with a considerate response plan. It ought to define how your model will deal with questions, hateful feedback, reward, and different reactions.
Make your stance on discrimination and dangerous speech clear.
Resolve when to cover hateful feedback.
Should you reply, put together a couple of messages prematurely and punctiliously evaluation them.
Planning forward will assist your workforce keep constant underneath strain, keep away from missteps, and take motion confidently.
LGBTQ+ influencer advertising and marketing marketing campaign examples
When planning your subsequent influencer advertising and marketing marketing campaign, look to manufacturers that LGBTQ+ creators and their communities belief. Listed here are a couple of genuine and impactful influencer marketing campaign examples.
Converse
Converse has lengthy collaborated with LGBTQIA+ influencers—and never simply throughout Delight month. Like many manufacturers who do Delight proper, Converse companions with LGBTQ+ creators all year long.
Not too long ago, it ran a Valentine’s Day marketing campaign with transgender mannequin and content material creator Alex Consani.
For this 12 months’s Delight, the model additionally invited members of its LGBTQIA+ group to jot down letters to their future selves. Their tales are shared prominently on Converse’s web site and social media.
The shoe model additionally pledged over 3.4 million to donations and grants to LGBTQ+ organizations and causes.
Wildfang
@wearewildfang
VIVIAN WILSON FOR WILDFANG
♬ unique sound – wearewildfang
Wildfang is a queer-owned, female-founded clothes model from Portland. It’s recognized for its inclusive, gender-fluid merchandise and unwavering assist of LGBTQ+ rights.
It typically companions with LGBTQ+ creators and activists. For Delight this 12 months, the model partnered with trans mannequin and activist Vivian Wilson. Wildfang and Vivian co-created a restricted assortment, together with a tee with 100% of earnings going to The Trevor Venture.
MAC Cosmetics
MAC is one other model that focuses on supporting the LGBTQIA+ group past June. Though it has seasonal Delight drops, its influencer technique focuses on year-round impression.
The wonder model donated 100% of the earnings from its 40 Shades of Delight Eye Shadow Vault for Delight 2024. It additionally companions with LGBTQ+ model ambassadors like transgender influencer and singer Kim Petras.
Via its Viva Glam fund, it has raised over $520 million to assist well being, equality, and LGBTQIA+ initiatives.
Prime LGBTQ+ influencers on TikTok, Instagram, and YouTube
Profitable campaigns begin with selecting the best LGBTQ+ influencers who align along with your model values and voice. Should you’re on the lookout for your subsequent model companion, these are some high LGBTQIA+ influencers on TikTok, Instagram, and YouTube.
1. @cyrusveyssi – Cyrus Veyssi
@cyrusveyssi
😩😩😩
♬ unique sound – Cyrus
Kissy Duerre is a rising TikTok influencer with 600K followers. She typically shares “Get Prepared With Me” (GRWM), magnificence, and vogue movies. Nevertheless, a lot of her content material focuses on advocating for Black transgender ladies and educating others on trans points.
6. @kevinyeedotcom – Kevin Yee
@kevinyeedotcom Labubu @POP MART US #crochet #labubu ♬ unique sound – Kevin Yee
Kevin Yee self-identifies as a “depressed homosexual uncle”. He shares quirky crochet tasks and comfy life-style content material on TikTok and Instagram.
7. @heycolanda – Col and Ari
@heycolanda
Sorry babe… daddy cooked and this weekend is BOOKED 🤝🦋🦋🦋
♬ unique sound – Col & Ari
Col and Ari run the inventive studio and social media account Hey Colanda. The couple posts movies of their enjoyable, generally chaotic house renovation and DIY tasks. They’ve round 500K TikTok and Instagram followers.
Their model partnerships typically embrace a DIY twist that aligns with their inventive voice. For instance, they made a DIY lava lamp with Onerous Mountain Dew and partnered with Mau Pets to furnish their self-built catio (a cat patio).
8. @cristiandennis – Cristian Dennis
@cristiandennis like she even wanted my assist 👏🏾😭 @denise (◕‿◕✿) #fyp ♬ Tshwala Bam (feat. S.N.E, EeQue) – TitoM & Yuppe
Cristian Dennis shares high-energy dance and lip-sync movies with 9 million TikTok followers. He’s an LGBTQ+ advocate who talks to his viewers about queer id and life together with his companion.
Cristian typically companions with magnificence and vogue manufacturers together with NYX Cosmetics, Loreal, and Sephora.
9. @rawlinsness – Rawlins
@rawlinsness One other BANGER that I’m simply BOY CRAZY for @Kesha DC: me! #kesha #boycrazy #dance #newmusic #fyp ♬ BOY CRAZY. – Kesha
Rawlins identifies as cisgender male however is open on TikTok and Instagram about his experiences being misgendered. Movies of him dancing whereas spinning a Swiffer like a colour guard baton went viral. Now, he’s a rising LGBTQ+ influencer with 500K TikTok followers.
10. @zachwillmore – Zachary Willmore
@zachwillmore He beloved it!! @tyler.dept pleased commencement!! #commencement #confetti #suprise ♬ unique sound – ★ Star Boy ★
Zachary Willmore is an LGBTQ+ creator and advocate with over two million TikTok followers. He’s recognized for being clear and trustworthy together with his viewers.
After being identified with HIV at 19, he shared his journey on social media to destigmatize HIV and lift consciousness. Along with his advocacy efforts, he posts movies about each day life and experiences as a school pupil.
How GRIN can assist your Delight Month advertising and marketing campaigns with influencers
Manufacturers that need to attain LGBTQ+ audiences should present assist day-after-day, not simply in June. Those that collaborate with LGBTQ+ creators and provides them inventive freedom to form campaigns usually tend to earn the belief and loyalty of their group.
GRIN’s Creator Discovery Suite makes it simpler to search out and collaborate with LGBTQ+ and different influencers who align along with your values.
