NowThis x Skittles Pride
To help show up for the LGBTQ community in an authentic way, Skittles partnered with us to amplify their ‘Give the Rainbow’ campaign, creating content that allowed members of the community to tell their own stories in their own words. Skittles also helped fund creative and design consultative services with LGBTQ-owned businesses across the country, furthering their commitment to helping lift up the community.
Give The Rainbow
Skittles’ Objective
Skittles came to us looking for ways to amplify their ‘Give The Rainbow’ campaign - their ongoing initiative where they lend their trademark rainbow colors to a bigger cause in support of Pride month. Their goal was to authentically show up for the community through content that helps spotlight LGBTQ voices and personalities while also increasing the brand’s relevancy within the space.
Our Solution
To help Skittles ‘Give the Rainbow’, we profiled inspirational voices within the LGBTQ community as part of NowThis’ ongoing, GLAAD Media Award-nominated series Seen. As one of our most successful franchises, Seen leverages the NowThis media megaphone to amplify an underrepresented voice that may not have had visibility otherwise. Each episode followed one LGBTQ youth to get a better understanding of the work they do and how they utilize their talents to give back to their community, all sponsored by Skittles.
Meet the YouTube Creator Giving a Voice to Trans Youth
Kat Blaque opens up about her mission to share her perspective and educate her audience while she entertains with on-trend discussions about culture, art and fashion.
Drag King Dr. Wang Newton
“I can be whatever I want” — Meet Dr. Wang Newton, a drag king who’s redefining what it means to be authentically and unapologetically yourself.
Our Solution (con’t)
In addition to these sponsored videos, we also worked with LGBTQ influencers to create a series of ‘Pass the Mic’-style Instagram Stories where each of them walked audiences through issues facing their community and how to help out. These stories were distributed on both the talent’s handles and amplified across NowThis’ social handles as well.
Disability Advocate Claire Raymond
“My life is worth it” — Claire Raymond is using her platform to share her disability journey and inspire others along the way.
Our Solution (con’t)
Lastly, we also tapped Group Nine brand Thrillist to launch a digital community board showcasing its favorite LGBTQ establishments across the country. In partnership with Skittles, we offered free creative and design consulting services to 5x LGBTQ-owned restaurants, bars, and businesses, while also promoting each business across Thrillist’s social accounts to help drive increased awareness during Pride Month.
The Results
1M+ video views across series
13M impressions
7% lift in ad recall for Skittles ‘Give The Rainbow’ messaging
6% lift in message association for Skittle’s ‘Give The Rainbow’ messaging
9% lift in purchase intent for Skittles
The campaign was so successful that Skittles also opted to partner with us for their Pride campaign for a 2nd year in a row. We’re also in preliminary talks to continue the campaign for a third year during Pride 2024 as well.