The Black Gay Love Story Project - Winter Holiday Campaign

Client: The Black Gay Love Story Project

 

Industry: Publishing/LGBTQ+ Advocacy

 

Project Mission:

To reinvigorate The Black Gay Love Story Project with a renewed marketing campaign to recruit more Black LGBTQ couples to share their love stories. The Winter Holiday Campaign was designed to celebrate Black LGBTQ love, inspire community engagement, and facilitate the collection of new stories for the upcoming book relaunch.

 

Target Audience:

• Black LGBTQ couples with inspiring love stories and traditions, particularly during the winter holiday season.

• Readers and supporters of LGBTQ+ literature and advocacy.

 

Challenges:

• Reconnecting with a community affected by the pandemic and other pressures that led to changes in the stories initially gathered.

• Engaging a wider audience to participate in the project and share their love stories.

 

What We Did:

• Webpage Content Update: Revitalized the Black Gay Love Stories webpage to introduce the 2021 Winter Holiday Love Stories campaign, including clear calls to action for story submissions and participation details.

• Email Marketing Campaigns: Crafted targeted email blasts to previous book participants, Facebook email list subscribers, and a broader audience to announce the campaign, encourage story submissions, and remind participants of submission deadlines.

• Social Media Advertising: Launched an Instagram ad campaign to promote the Winter Holiday Campaign, aiming to reach a wider demographic within the Black LGBTQ community.

• Incentive Program: Introduced a random drawing for a $50 Visa gift card to incentivize participation, adding an element of excitement to the story submission process.

 

Outcomes:

• Increased Engagement: The campaign successfully engaged the community, evidenced by many story submissions and active participation across social media platforms.

• Expanded Story Collection: The targeted approach to recruit more couples resulted in a diverse and enriching collection of Black LGBTQ love stories for the upcoming book relaunch.

• Enhanced Community Support: The campaign fostered a sense of belonging and support within the Black LGBTQ community, highlighting the importance and normalcy of Black LGBTQ love.

• Positive Feedback: The incentive program and the opportunity to share personal love stories were met enthusiastically, generating positive feedback and anticipation for the book's release.

 

Reflection:

This campaign showcases The Brown-Smith Agency’s ability to pivot and adapt marketing strategies in response to community changes and challenges. By focusing on heartfelt engagement and inclusive storytelling, the Winter Holiday Campaign not only contributed valuable content for The Black Gay Love Story Project but also reinforced the project’s mission to celebrate and normalize Black LGBTQ love. Our efforts demonstrate the power of strategic marketing to connect, inspire, and mobilize communities around shared experiences and causes.