Our Picks: Top 3 PRIDE Campaigns of 2022

This week we are digging into Pride Month and taking a look at the best brand campaigns highlighting the LGBTQ+ community. According to Nielsen, 11M US Adults identify as LGBTQ+, which is an increase of nearly 5% since 2017. As a result, brands are working to engage LGBTQ+ customer segments and the $69.4B annually they spend on consumer packaged goods.

However, Pride marketing campaigns are not just for the LGBTQ+ community, but also for allies. LGBTQ+ allies make up $143.9B in CPG spending and have an affinity for brands that are inclusive in their messaging and culture.

With Pride month concluding, Recreation has picked out 3 of the most eye-catching campaigns or ads to celebrate Pride month. The list is not in any hierarchy or order, all 3 were amazing.

#3: Microsoft

Microsoft has stepped up its efforts to appeal to LGBT+ minority groups and promote itself as a progressive company compared to previous years. In the video ad, Microsoft speaks on the LGBTQ+ community using their voices to unite and embrace being different. Artists explain their artistic background and what inspires them when expressing themselves and telling their stories. On top of the original video, Microsoft’s actions and products also celebrate Pride month. Microsoft is donating $170,000 to LGBT+ non-profits OutRight Action International, African Rainbow Family, National Center for Transgender Equality, Mermaids, Lavender Rights Project, and Fulcrum UA. Also, for XBOX, profile items, controllers, and even in-game themes are tied into Pride Month.

#2: LEGO

LEGO, a favorite toy maker of children and hobbyists alike, has also joined with its latest inclusive project, The A-Z of Awesome, through which the company hopes to make conversations and vocabulary about LGBTQ identities more accessible. The toy sets are created by members & artists of the LGBTQIA+ community, expressing their backgrounds and experiences, like a butterfly-themed art piece for the trans community and a multi-perspective letter “Q” to honor the diversity of the queer community. The A-Z of Awesome is LEGO’s latest campaign celebrating Pride month. The first Pride set, called “Everyone is Awesome,” included various monochrome figures in the Pride flag colors, with the intent that people could customize and build whatever kind of LEGO figures they wanted.

#1: Skittles

The Skittles brand is reintroducing Pride Packs to support Pride Month in June. For the second year, Skittles is releasing limited-edition packs featuring gray packaging and candies to draw attention to the rainbow symbolizing the LGBTQ+ community. The all-gray Skittles pack for Pride Month will instead feature work by Kah Yangni, MegEmigoArt, Mia Saine, Chi, and Ash + Chess. The brand also partners with GLAAD, the world’s leading LGBTQ+ media advocacy group. There are so many reasons to love this campaign, but the first point to mention is the corporate responsibility shown by the Skittles brand. For every Pride pack of Skittles purchased, $1 goes directly to GLAAD. This campaign shows that Skittles has a genuine passion for supporting LGBTQ+ rights and isn’t just doing it for the spotlight.  

Check it out here: https://pride.skittles.com/

Whether or not a brand’s Pride campaign will be a success comes down to a few critical factors: authenticity, commitment, and selflessness. When it comes to marketing, storytelling is vital as it helps consumers to further connect with your brand. It also takes people on a journey and allows them to understand different perspectives. Overall, a great Pride Month full of a lot of compelling campaigns & ads.

Recreation is committed to being an inclusive workplace both internally and externally, and while we are encouraged that more brands are championing LGBTQ+ causes because of the economic opportunities, we believe the real gains from celebrating Pride comes from treating people fairly and with kindness. There is still much work to be done for LGBTQ+ visibility and rights in this country, and we are in support of the community members who have paved the way for us to get to where we are today.

The 80/20 Rule For Branded and Trending Social Media Video Content

Social Media strategies for small and large businesses alike have changed a lot in the past decade. During this time came an unwavering shift towards content creation and community building. It’s not just about posting compelling content anymore; it’s also about having that content relate to you and your brand. This rings true just as much with branded and trending content types.

By applying the 80/20 rule for trending and branded social media video content, you can engage your audiences differently to drive specific results. This is based on what type of content, the frequency and timing of the delivery, and the overall tone of your message.

Let’s take a look at how this works:

What is the 80/20 rule?

Coined by Italian economista Vilfredo Federico Damaso Pareto, the “Pareto Principle” or 80/20 rule asserts that “80% of the results you experience, come from 20% of the effort you’ve put in.”

Other examples include:

  • 20% of customers account for 80% of total profits
  • 20% of manufacturers supply 80% of the market
  • 20% of sales reps generate 80% of total sales

How does it apply to social media video content?

When it comes to TikTok & IG Reel content, this rule allows brands to communicate their values, while building additional rapport with their audiences. Therefore brands should consider that:

  • 80% of content should be Branded” 
  • 20% of content should be “Trending

What are the differences between branded vs. trending video content?

Branded video content is key to conveying to your audience the 3 W’s

  • Who you are
  • What you do
  • Why you do it. 

This particular content should show a brand’s mission, vision, services, or products. 

Including your brand’s colors, fonts, customer base, or employees is a great way to build a brand voice and establish your brand identity. The quality of this content is typically hi-fidelity and more evergreen in nature.

Think of a high-quality and produced commercial on television or anything that requires a large team, expensive budget, or relies on company branding.

Trending Video Content 

Content that falls in the category of trending is meant to spark a relevant conversation topic with its audience. Trending topics should be incorporated when there is an important element of timeliness involved and when an opinion or stance on the matter is absolutely necessary. Trending content can sometimes utilize a specific:

  • theme
  • editing style
  • filter
  • and/or audio 

that has recently experienced a surge of widespread popularity on the internet. Often times trends relate to popular movies, tv shows, or music. The quality of this content is typically lower, with fewer turnaround times, and only engages the audience for the duration of a trend’s lifetime.

Following and participating in trends help companies connect with their customers by appealing to popular interest.

Examples include following a TikTok trend using a certain sound or actions like “the ice bucket challenge.”


27 pictures isn’t enough to show how much we love ice cream❤️ #27photochallenge #27photos #icecream #udf #cincinnati

♬ Swing Lynn – Harmless


“Hmm, that’s a great question.” *turns off camera to Google an answer* Here’s a few pitfalls to avoid during remote interviews.#interviews #jobtips

♬ original sound – marcus perez

To summarize, you can apply the 80/20 rule to your social media video content by testing out trending or branded content before or alongside HiFi or LoFi formats to help achieve a diverse audience and reach.

If you’re looking for a partner to help you apply these strategies and create the right video content for your audience, contact us!

Vertical Content is King!

It’s old news that a majority of us consume video content through our phones, but did you know that those who fully adopt the screen real estate perform much better than traditional “widescreen” videos?

You can blame TikTok and Instagram Reels for that.

These developments have carried over to how we approach social media content. By shifting our focus to crafting engaging vertical video content for our clients, we’ve seen results that leave the concept of “static” content as a distant thing of the past.

To give you some perspective, TikTok is the 6th most popular social media platform on the market that engages its users with vertical video content. And as of now, TikTok is poised to overtake Youtube for the first time ever in terms of video content consumed.

How our Clients Found Success with Vertical Video Content

We’ve seen immediate success for our clients when we made the switch. When comparing a few vertical videos against static/traditional content, one of our clients saw incredible reach from users in a span of just one week. Many of those who weren’t even following the brand.

If you’re looking to make a change or if you have any questions on how to get started, feel free to reach out to us on our website or by replying to this email!