Industry S.T.E.M. is a five-part series that takes a closer look at LGBTQ+ STEM professionals and the experiences that led them to careers within science, technology, engineering, and mathematics. Industry S.T.E.M. follows five LGBTQ+ professionals in the bioinformatics, immunology, neuropsychology, epidemiology, and engineering industries.
The goal for the series is to inspire LGBTQ+ youth to consider exciting (and often overlooked) careers in STEM.
Before the series launched on November 29th, we released a series trailer on our social platforms for series visiblity and awareness. Releasing weekly episodes with episodic trailers helped each episode run for a full week on organic engagement which then allowed to run a paid media strategy from November 29th - January 15th.
Series- specific social headers on our Facebook and Twitter account ran for the duration of the series. For Industry, we ran ads across Instagram Stories, TikTok, Snapchat and YouTube to drive awareness for the series. The campaign also drove traffic to the series landing page and allowed for our audience to click through videos and resources related to the campaign.
Across platforms, the series has gathered over 9,800,000+ impressions with a reach of 1,700,000+ and clicks of 32,000+. The top-performing ad from our Instagram Story campaign was Episode 2: Monitoring Community Disease Outbreaks. TikTok drove the second highest number of clicks—with the top-performing creative for Episode 3: The Bisexual, Bearded, Baking Brain Scientist.
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