Objectives

Our team partnered with Nissan to help advance their commitment to supporting and celebrating the LGBTQ+ community with authenticity. Our collaborative effort gave way to content that was highly vibrant and engaging. Launched during Pride Month, the content continued running all year. Through sharing authentic stories of “chosen families,” we captured the joy the LGBTQ+ community experiences in living life on their terms.

Strategy and Execution

Nissan has continued its commitment to the LGBTQ+ community during Pride Month with a more human approach. Beyond a Pride flag on the hood of a car, Nissan’s recent efforts are focused on the people within the community and what is important to them. These were the chosen families. Nissan’s commitment to the LGBTQ+ community was reaffirmed with year-round support and the continued output of compelling content that will live on our social platforms throughout the year, highlighting chosen families and what they mean to this community. In the end, we created impactful work that effectively captures the authenticity and importance of being an ally.

Results

Since our campaign will continue running until year’s end, we’ve provided preliminary results from our LGBTQ+ campaign partnership with Q. Digital, which focused on highlighting the importance of chosen families and how they can help shape and enhance your journey throughout life. Please see below for specific metrics from the two-part LGBTQ+ video series.

• Branded content generated a significant increase in Awareness (+8 percentage points)
• Opinion (+11 percentage points)
• Purchase Intent (+6 percentage points)
• Recommendation Intent (+13 percentage points) compared to the control group
• 82% of respondents were able to recall Nissan when prompted
• Nissan saw the highest lift (ranking 1st) in Sponsorship Association among competitors
• The exposed group was likelier to remark that Nissan supports the LGBTQ+ community
• The personalities were seen as a good fit with the brand and achieved favorable rating scores:
  • Over 50% of respondents felt that the brand integration occurred naturally and Nissan was a good fit with the content.
  • Additionally, 72% of respondents felt that the talent in the content were a good fit with the brand.
• Exceeding Nielsen norms by a large margin, most respondents described the content as “Authentic,” indicating that content was successful in shaping brand perception

Media