Pride month, celebrating the LGBTQ community, culminates in New York City. "Difficult People", set in NYC and featuring an LGBTQ cast, aimed to lean into the celebration of New Yorkers, fans, and the LGBTQ community—including their difficult side!
Embrace Your #DifficultPride kicked-off at the 2016 NYC Pride Parade celebrating LGBTQ people and allies attending the event and highlighted them throughout the season.
Pride colors were emblazoned across all social creative including a custom Snapchat filter targeted all along Christopher Street around NYC's historic Stonewall Inn, the heart of the parade.
GLOW rallied parade-goers with a street team, sharing iconic tank-tops, capturing memorable event moments, and calling on all to share why they embrace their difficult side and are proud of it! These LGBTQ people and allies' stories we're captured and the subjects were professionally photographed for an in-season extension.
Coupling a live activation with in-season content extensions drove social conversation around the celebration of #DifficultPride.
On Snapchat, fans discovered the "Difficult and Proud of It" custom filter over 94K times and viewed the Difficult Pride snap story over 38K times.
On Twitter, content lifted conversation with over 23K impressions on Pride Day, allowing a wider social audience to engage.
Building on the momentum of the Pride Day launch, a series of professional photos capturing the LGBTQ community and allies were posted throughout the season maintaining direct support of the community on "Difficult People" channels.
