In celebration of Pride month, YouTube tasked XX Artists to authentically partner with influential voices from the creator community to celebrate Pride in a way that only YouTube can.
Objectives for the campaign centered around social awareness and community engagement, as well as qualitative objectives including sentiment for the campaign and YouTube’s continued support of the LGBTQ+ community.
As a LGBTQ+-owned business, XX ensured the campaign strategy and implementation was thoughtful and engaging to all communities and audiences, feeling safe and celebrated by YouTube.
These goals were reflected in our campaign execution: powered by user generated content, deep community engagement and editorial that amplified voices of many identities through content relevant to Gen-Z and social users.
Through our campaign, XX and YouTube aimed to deliver on a strategy that highlighted identity, impact, and celebrations of the LGBTQ+ community.
How did that come to life? XX and YouTube teams invited audiences to show their Pride — or be active allies to the community — by participating in a Pride themed YouTube Shorts challenge.
Users were asked to create a YouTube Short, showcasing how they came through for Pride — all set to a reimagined version of “I’m Coming Out” by Halsey.
The best part? For every Short created, YouTube donated a dollar to our impact partners at The Trevor Project.
In execution against strategy, XX engaged over 100 global creators and celebrities, ranging from top musical acts like Anitta to powerhouse YouTube creators like Larray and Gigi Gorgeous, we cast a wide net of awareness to Gen-Z audiences — bolstered further by social editorial and paid promotion.
17.3M social engagements
185k social mentions