Zales, known for bold jewelry and self-expression, was looking for a way to tap into culture that was organic to the brand.

Every year the Pride Parade is a cultural event that is a beacon of joy, inclusiveness and acceptance. It is also the epitome of self-expression, creating a perfect fit and opportunity for the brand.

But, in 2020 with COVID-19 spreading, Pride Parades across the country were canceled. In the event’s 50-year history, this would be the first time the LGBTQ+ community wouldn’t get their chance to march at PRIDE, and with Black Lives Matter protests coming to a boil, Pride’s message of togetherness was needed now more than ever.

#PrideTogether was a social initiative that invited people from all across America to march in the first of its kind, virtual Pride Parade.

Instagram was the perfect platform, famous for self-expression, and IG stories was a natural vehicle to showcase the parade.

Influencers kicked off the campaign by posting a Call-To-Action for audiences to submit their own “walk” to join the parade. Submissions would include someone walking from left to right on screen so when the videos were stitched together in IG stories, it simulated a continuous walk, from one submission seamlessly to the next, for three days culminating on Pride Sunday. On Pride Sunday, our LGBTQ+ influencer partners went LIVE on Instagram with Zales to talk about what Pride meant to them.

Zales, known for bold jewelry and self-expression, was looking for a way to tap into culture that was organic to the brand.

In 2020 with COVID19 spreading and Black Lives Matter protests coming to a boil, Prides message of togetherness was needed now, more than ever, but Pride events all across the US, were canceled.

Typically, LGBTQ+ community members outside of large cities have had to travel from far away to demonstrate their Pride. In the midst of stay-at-home orders, our ambition was to create a virtual Pride Parade that allowed LGBTQ+ members and their supporters to join in on the celebration regardless of where they were located, and all from the safety of their homes.

IG stories was the perfect medium, famous for self-expression and it streamlined participation from a broad range of people across the country.

Influencers kicked off the campaign by posting Call-To-Actions for audiences to submit their own “walk” to join the parade. Submissions would include someone walking from left to right on screen so when the videos were stitched together in IG stories, it simulated a continuous walk, from one submission seamlessly to the next, for three days until Pride Sunday. On Pride Sunday, our LGBTQ+ influencers partners went LIVE on Instagram with Zales to talk about what Pride meant to them.

With the efficient use of a 100k budget, the parade delivered above and beyond expectations. Submissions came in from all across the US from LGBTQ+ community members, supporters and even celebrities like designer Vera Wang, and other high-profile influencers—unsolicited.

Total impressions exceeded 11 million, with a reach of almost 7.5 million and an 80 percent spike in positive sentiment.

#PrideTogether is the first and longest-running virtual Pride Parade.