PRIME VIDEO - “PRIDE” SPONSORSHIP (2022)
Context: Successfully presented a business case for Prime Video’s first-ever Pride campaign in Spain, aligning with Madrid Pride, one of Europe’s largest Pride events. Campaign’s goal was to highlight Prime Video’s long-term commitment to the LGBTQ+ community, increase visibility for the platform’s LGBTQ+ content, and improve the brand’s reputation among younger, diversity-conscious audiences such as Gen Z.
Challenges:
Avoid “Rainbow-Washing”: many brands are accused of only supporting LGBTQ+ causes during Pride for commercial gain
Balancing National and Regional Engagement: Madrid Pride is highly visible, but Prime Video goal is to reach also smaller cities.
Fitting Pride into Prime Video’s Broader DEI Strategy: Ensuring that this campaign was not just a one-off, but instead a meaningful part of Prime Video’s ongoing diversity efforts.
My Strategic Approach:
Show long-term commitment by integrate the campaign into Prime Video’s ongoing platform called "Entra en Escena" (Enter the Scene), which promotes diverse stories and discussions on social issues throughout the year.
Negotiating a sponsorship package with Madrid Pride including branded presence, a float in the parade and a physical lounge space.
Create short films showcasing local LGBTQ+ stories from three smaller towns in Spain (Huelva, Barakaldo, and Salou), highlighting underrepresented communities and sharing them online during Pride week to boost visibility.
Execution
Strong Sponsorship Presence across the city and in digital channels, including branded presence, video spots in the main stages, a 50m² lounge space to host interactive experiences, and attend events, and a float in the Pride Parade.
Influencer Partnerships: Prime Video partnered with Dulceida, a well-known Spanish influencer who is part of the LGBTQ+ community and recently launched a docu-serie on Prime Video, to amplify the campaign and raise awareness. She shared content, participated in events, and helped spread the message across social media.
A live Twitch broadcast from the lounge space, where LGBTQ+ industry figures discussed diversity in entertainment, as well as a comedy show featuring up-and-coming LGBTQ+ comedians. These events were promoted across social media and included in the official Madrid Pride agenda.
Results:
Audience Engagement and Reach: over 1.1 million impressions, both online and in-person. Influencer campaigns and event-based activations garnered significant organic engagement across social platforms, with the short films reaching 500,000 views during Pride week.
Brand Perception Lift: a 25% increase in Prime Video’s brand perception among the LGBTQ+ community and Gen Z. 82% of respondents stated that they saw Prime Video as an authentic supporter of diversity and inclusion after the campaign.
Viewership Boost: The campaign led to a 15% increase in viewership of Prime Video’s LGBTQ+ content, helping to establish Prime Video as a go-to destination for diverse stories.
