Considering how active the LGBTQ community is on social media, conscious branding can have measurable benefits for businesses-an opportunity to tap into this audience, and improve social media engagement and reach. However well-meaning this marketing might be, it’s geared toward putting the brand in a good light, and vanity points are easy to score, especially on social media. The ethics of branding using the #Pride hashtagĪlthough a good chunk of these businesses strive to honour the campaign by continuing to donate to LGBTQ aid and support organizations, it’s not clear if they truly understand the significance of #Pride month, or if this has just become a yearly marketing campaign that brands are eager to attach their names to. And it’s not just Macy’s-McDonald’s, US Bank, and hundreds of businesses across the board have been part of the Pride movement on social media in the last few years. Here’s Macy‘s Pride campaign content featured on their Instagram Stories. …to rainbow-themed makeup… Source: /Foodfitorfat Source: HashtagifyĪ simple search for #Pride2019 on Instagram will throw up everything from rainbow-themed art, accessories, and clothes… Source: Morphe brushes official Instagram Look at how the usage of the hashtag #Pride2019 spiked in the last 2 months (April-June 2019). Today, the word “pride” is on many a company’s drawing boards, and throughout June, brands on the internet are letting the world know what they’re doing to further the cause.įrom hitching the hashtag to their brand-wagon, to adding a dab of rainbow to their logos, there’s a lot of brands trying to be ‘woke’ and making their presence felt on social media.
But the ad wasn’t pulled down, and IKEA went on to become one of the pioneers of inclusive marketing campaigns.
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However, it was quickly followed by a series of public-backlashes, op-ed columns, and even a bomb threat. But that year, IKEA dropped a campaign that would change things forever-it was a series of television ads of which one of them featured a gay couple shopping for furniture for their house. It was also a time when advertisements expressing political views rarely touched on LGBTQ issues.
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In 2014 one store also sold a limited edition "Proud" Whopper to celebrate San Francisco Pride – though hundreds of people criticized the move on social media and vowed to boycott the chain.It was 1993, long before hashtag campaigns and internet brand wars. Social media users were quick to compare this to the long shelf life of McDonalds' food – a McDonald's hamburger and fries have remained on display in Iceland since its last restaurant in the country closed in 2009, and are still mold-free more than 10 years later.Įarlier this year, Burger King in Mexico temporarily renamed itself Burger Queer on social media for the country's Pride. Though Burger King's chief marketing officer dismissed claims that it targeted the golden arches, in February the burger chain launched adverts featuring a moldy Whopper to show that it contains no artificial preservatives.
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And this July, Burger King Finland offered customers free delivery if they ordered their food to a McDonald's restaurant – and placed adverts for this outside McDonald's restaurants. In December 2018, Burger King promoted its revamped app by launching a deal where customers could get a Whopper for just $0.01 – if they went within 600 feet of a McDonald's. This isn't the first time Burger King has used its rival in marketing campaigns.