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Pride Toronto Case Study:
Show Your Pride

If you want to dance under the rainbow with pride, then make sure you do so hand-in-hand with the digital marketing experts at The Influence Agency. Pride Toronto, an organization that tirelessly supports and celebrates LGBTQ2+ communities, partnered with us to maximize the hype for the 2019 Toronto Pride Parade. By partnering Pride Toronto with influencers from our exclusive database, we once again succeeded at this mission with flying colours. Find out how.

About Pride Toronto

Pride Toronto is a not-for-profit organization that supports the LGBTQ2+ communities of Toronto and beyond. Their mission is to support our communities in the pursuit of our unequivocal rights to be known, be heard, be understood, be accepted, be respected, and to celebrate the beauty of who we are.

The Problem

In 2019, the LGBTQ2+ community continues to face oppression and discrimination. Pride Toronto works to ensure equal rights and representation for every person of diverse sexual and gender identities. Pride Toronto supports the community in the pursuit of their unquestionable rights to freedom, love, expression and understanding. No matter who you love or how you identify, Pride Toronto’s mission is to ensure members of the community feel safe, valued, equal and proud.

Through an engaging Influencer Marketing program, Pride Toronto aimed to increase hype for the 2019 Toronto Pride Parade as well as encourage attendance and document their experience at the festival.

The Solution

We partnered with Influencers from the International and Canadian LGBTQ2+ community as well as other Torontonians to generate excitement for the 2019 Toronto Pride Parade and encourage attendance. Each month we shined a spotlight on an individual within the LGBTQ2+ community who is making a positive contribution. The Spotlight aimed to highlight notable individuals and celebrate achievement and progress. Each influencer generated hype about the Toronto Pride Parade through Instagram Posts and Stories.

Monthly Content

In an effort to celebrate each member of the LGBTQ2+ community, we developed a monthly theme based off the official Pride flag. Each month corresponded with a colour of the Pride flag and the influencers were encouraged to express what each monthly theme meant to them.

In addition to this, we held photoshoots with all the creators to capture content for the monthly themes.

Total Campaign Results

Campaign results are only visible to members of our newsletter. To get the results for this case study and others, enter your email below and we’ll send you a copy!


    1.4M+

    POST REACH

    2.07M+

    POST IMPRESSIONS

    353K+

    POST ENGAGEMENTS

    25%

    AVERAGE ENGAGEMENT RATE

    1.6M+

    STORY REACH

    1.9M+

    STORY IMPRESSIONS

    22.8K+

    STORY ENGAGEMENTS

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