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For LAMBDA Legal, we married the struggle for marriage equality with the ongoing national battle for full LGBTQ equality using two little words with big meaning: #IDO. Our video series featured celebrities and non-celebrities talking about why everyone should say “I do” to marriage equality. Fueled by a supporting earned media and social influencer campaign, #IDO broke through and moved people to action. The campaign helped exceed a $1M fundraising goal in less than six weeks, and today marriage equality is the law of the land.
To combat declining pasta sales, we partnered with Barilla to create #PassionForPasta – a five-year campaign focused on driving category reconsideration and increasing cultural relevancy of pasta. As part of our effort to make an impact with Millennials, we created “While the Water Boils,” a new web series hosted by YouTube sensation Hannah Hart, who met with cultural icons to dish about life and the pursuit of passions – all in the time it takes to cook pasta. After only two weeks post launch, the web series has received more than 1 million views on Barilla’s YouTube page and PassionForPasta.com, and has been exceeding expectations for consumer engagement.
We recruited vlogger Toby Turner and his dog Gryphon (15 million viewers across three YouTube channels) for Petco’s “Pet Code.” Turner and Gryphon (who has a vaguely Scottish accent) bantered about how to become a better pet parent, and we broke through the crowded sea of pet videos to extend the brand’s reach as a go-to source for pet information – and fun!
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