Ben & Jerry’s

Challenge

Drive positive brand sentiment and increase awareness of Ben & Jerry's involvement in and support of the LGBTQIA+ community.

What we did

• The first-ever branded write-a-thon, Pen Your Pride was launched on Wattpad in conjunction with June 2018 Pride Month. Pen Your Pride challenged the community to raise funds for a great cause, just by doing what they love…writing! We asked that they write a story about when they felt proud to be a member or an ally of the LGBTQIA+ community.

• Took over the @lgbtq Wattpad profile and rebranded it to the Ben & Jerry's "Pen Your Pride" campaign.

• Encouraged users to tag their stories with #WattPride, by committing to donate $1 to ILGA (International Lesbian, Gay, Bisexual, Trans and Intersex Association) for each tagged story, with the goal of generating 10,000 stories.
  
• Mobilized 8+ Wattpad influencers and ambassadors to share the Pen Your Pride campaign messaging and extend the campaign’s reach to Wattpadders outside the LGBTQIA+ community who showed allyship for the cause.
  
• Amplified brand awareness and drove engagement across social media touchpoints throughout the campaign.
  

Results

• The campaign generated 591,000 engagements globally, 541,339 total reads of the contest prompt, and 27,531 total comments!

• The campaign received 911 Canadian submissions, becoming the most successful Canadian-branded initiative at the time and exceeding the results of our previous record-holder by 321%.

• 17,551 tagged #WattPride stories, which exceeded the story submission goal by over 170%.

• 4.6pt increase in brand favorability (from 93% to 98% post-campaign).

• Drove 367,833 organic impressions and 3,363 total engagements from our social media promotions.

• Donated $10,000 to ILGA (International Lesbian, Gay, Bisexual, Trans and Intersex Association).