Objective

Pride Live aimed to commemorate a historic moment with the grand opening of the Stonewall National Monument Visitor Center (SNMVC) on June 28, 2024. This first-of-its-kind LGBTQIA+ visitor center is part of the U.S. National Park Service and was launched on the 55th anniversary of the Stonewall Rebellion, a pivotal event in LGBTQIA+ history.

The campaign’s objective was to drive awareness and engagement around the grand opening of the SNMVC and the 7th Annual Stonewall Day concert, headlined by Cynthia Erivo. Pride Live sought to create a powerful narrative that celebrated the Stonewall legacy and positioned the SNMVC as a national landmark for future generations to learn about LGBTQIA+ rights.

A key component was leveraging the presence of President Joe Biden (POTUS) and First Lady Dr. Jill Biden (FLOTUS), whose participation elevated the event’s national significance. The goal was to engage a broad audience, sell out the concert, and generate long-term awareness for the SNMVC, while spotlighting key contributors like Google, Amazon, and AARP.

Strategy

The campaign was designed to highlight the historical significance of the Stonewall Rebellion and the establishment of the SNMVC, while amplifying LGBTQIA+ visibility on a national stage. We crafted a multi-channel approach that incorporated social media, influencer and real-time event coverage to capture every key moment.

1. Pre-Event Strategy:
   • Leading up to the event, we rolled out social media toolkits to partners, encouraging pre-event buzz. Inspiring video content was shared across platforms to build excitement, including content from Olivia Ponton, who took over Pride Live’s Instagram (2.9M followers) to generate anticipation among younger audiences​
   • Partner amplification was key, with influential founding partners like Google, Amazon, and AARP sharing tailored content.
2. Grand Opening Day:
   • The SNMVC’s grand opening was a momentous occasion, streamed live on platforms like Peacock (NBC). We captured real-time content featuring speeches by POTUS and FLOTUS, alongside prominent figures like Elton John, Adam Lambert, and Cynthia Erivo​.
   • During the event, live social media updates and content sharing amplified the message. High-profile accounts such as Michael Kors (19.3M followers), Adam Lambert (1.9M followers), and Billy Eichner (827K followers) shared content from the day, significantly boosting the campaign’s reach​
3. Post-Event Strategy:
   • Post-event, partners and attendees continued to share content encouraging visits to the SNMVC, helping to sustain engagement. The event’s success was highlighted across major outlets and by key influencers​

The event positioned Pride Live as a leader in LGBTQIA+ advocacy while showcasing the SNMVC as a national symbol of progress. Our real-time approach to content ensured widespread visibility and engagement during and after the event.

Results

The campaign exceeded expectations, delivering outstanding results:

• 79M+ social media impressions across all channels​
• 69.6M social media reach, ensuring engagement from diverse, global audiences​
• 3,195 social media mentions, amplifying visibility across platforms​
• Sell-out of the Stonewall Day concert, headlined by Cynthia Erivo, reflecting strong audience engagement.

The participation of POTUS and FLOTUS significantly expanded the campaign’s reach, transforming the event into a national milestone.

Overall, the event and campaign not only created a memorable experience but also solidified the SNMVC as a landmark for future generations, advancing Pride Live’s mission to preserve and celebrate the Stonewall legacy.

Media