Ben & Jerry’s
Our first-ever branded write-a-thon with Ben & Jerry’s Canada engaged the LGBTQIA+ community, asking them to “Pen Your Pride” in celebration of Pride Month.
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.
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).