Q.Digital, a LGBTQ owned and operated company, partnered with Nissan to elevate thrill of the LGBTQ journey and the many routes LGBTQ people can take to become their authentic selves. Q.Digital sought to showcase the spectrum of queer people leading successful lives through editorial content and video. Nissan’s goal is to showcase their continued allyship with the community and share authentic stories of LGBTQ+ members who are living their truth, and using their voices to push forward on the road to equality.
Q.Digital leveraged its queer culture and entertainment site “Queerty” to host a custom channel called “Queerty DRIVEN, presented by Nissan.” Queerty’s DRIVEN is about the thrill of the queer journey, celebrating tenacious LGBTQers whose courage to be themselves fuels their drive to succeed. Launching in June 2022 and live through March 2023, the editorial channel featured dozens of original articles, interviews and photo galleries of LGBTQ individuals who are driven to succeed. The DRIVEN series peaked in February and March with the reveal of two custom videos that profiled Vanessa Parish, proud Founding Co-Member of the Queer Food Foundation, and Orlando Soria, an interior designer known for his work on HGTV’s Build Me Up. Queerty interviewed each about their journey of living their authentic queer identity, and how they are driven to succeed. The videos incorporated the 2023 Nissan Altima and the All New, All Electric, 2023 NISSAN ARIYA. The videos were distributed in long and short form across six LGBTQ-owned sites in the Q.Digital Alliance including Queerty, LGBTQ Nation, GayCities, INTO, PinkNews and Autostraddle, with high impact custom units amplifying the Nissan sponsorship. The videos were also distributed on social media via Q.Digital’s Facebook, Instagram and Twitter feeds, along with Vanessa Parish and Orlando Soria’s Instagram. Nissan had 100% SOV of all content related to “Queerty’s DRIVEN, presented by Nissan.”
“Queerty’s DRIVEN, presented by Nissan” was one of the largest reaching auto partnerships in LGBTQ-owned media during its run, with impressive success metrics in scale and brand lift. The editorial channel saw above benchmark pages views from the original content, and a high CTR for Nissan. The two custom videos had a total of 3.1 Million views across long and short form, mostly coming from views on the LGBTQ-owned sites Queerty, LGBTQ Nation, GayCities, INTO, Pinknews and Autostraddle. There were 1.2 Million total complete views of the video series across long and short form.
Best of all, the Nielsen Custom Branded Content Study showed impressive attitude changes by the 400 LGBTQ and 400 LGBTQ Allies surveyed, showing the video content drove enormous increases in brand perception of Nissan as an Ally, and drove higher purchase intent and recommendation intent.