BRIEF

For Pride Month 2020, SKYY Canada wanted to support the LGBTQ+ community and stand in solidarity with Black Lives Matter by spreading positive messaging online through collaborations with content creators. 

OBJECTIVES

•  Create reach through a Pride influencer marketing campaign 
• Ensure the development of quality,user generated content for SKYY to cross promote on their own digital platforms
• Build buzz through positive messaging and the use of hashtags #WeAreThePride; #NeverCancelled; #RisingAgain

STRATEGY

3 influencers were picked to create content that featured a cocktail created with SKYY Vodka

• Sofonda Cox, Project Runway Canada Winner, and Toronto’s celebrity Queen for the past 17 years! SKYY’s  partnership launched on the same day as her special pop-up Pride truck graced the city streets, making local news.
• Cheyenne Catchpole, former NBA Dancer for Toronto Raptors and co-founder of YouTube Channel Chey & Erica. 
• Bobby Raffin, LGBTQ+ content creator, photographer and sought-after drag costume designer.

All influencers were asked to share in their post what they are most proud of this Pride and post an Instagram story directing followers to the post. SKYY Canada featured the 3 influencers’ posts through reposts.    

RESULTS

• Over 23K total campaign impressions.
• Total reach 20K.
• Total engagement 2.3K