TikTok came to ViacomCBS to help celebrate their weeklong #MyPride programming stunt to celebrate Pride 2020. The brand wanted to host a livestream, a newly released feature on their platform, with RuPaul’s Drag Race talent featuring a conversation about Pride, identity, and the LGBTQ+ experience. Knowing that the conversation around Pride in 2020 evolved to especially highlight marginalized voices in the LGBTQ+ community and the Black Lives Matter movement, we worked to integrate and promote this messaging into the program as well.
After collaborating with TikTok on the ideation for the livestream, we created an iconic influencer led program culminating in a livestream creative entitled TikTok’s #MyPride Realness Hosted by Monét X Change. This livestream was the headliner of TikTok’s #MyPride editorial weeklong programming celebration and brought together TikTok Trailblazers, Bomanizer, Cristian Dennis, and ProbablyThis, and fan favorite RuPaul’s Drag Race talent including Monét X Change, Trixie Mattel, and Heidi N Closet.
With a FIVE-DAY turnaround from deal close to launch, the TikTok #MyPride program had to be accomplished in a timely manner as well. Pivoting in real time to align with the current climate, we gave our talent a voice and a platform within TikTok’s #MyPride programming to participate in a pointed sixty-minute round table discussion with three Drag Race queens and three LGBTQ+ TikTok creators. Together they had meaningful discussions around Pride, growing up queer, how they use their platforms to express themselves and offered their advice to the younger generation of LGBTQ+ youth.
The multi-day influencer campaign teasing the livestream was promoted on our talent’s TikTok, Instagram, Facebook, and Twitter handles. We also created lead up content, content driving to the livestream day of, and social posts driving to the full livestream recording on Monét X Change’s YouTube channel the day after.
Fan sentiment was massively positive with fans commenting on the inclusivity of the conversations especially in regards to gender identity and race as well as the hilarity of the livestream. The livestream itself proved successful with 15K peak live viewing numbers setting a benchmark on the new livestream feature and 17M+ total impressions for the program overall.
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