Brands That Are Doing LGBT Marketing the Right Way

  1. Jill Andrews
  2. May 13, 2016 3:32 pm

If you are someone who owns their own business within a controversial market, you are going to need to develop intuitive strategies that will allow you to effectively market yourself without offending a whole slew of people at the same time. In this article, we are going to share with you a few brands that prove to be performing LGBT marketing the right way. Types of marketing used by these businesses include social media, search engine optimization, pay per click, You Tube advertising, TV advertisements, and other offline advertising strategies.

The first company that we believe deserves a mention for their successful marketing of the LGBT community is the Hyatt in Maui, Hawaii. One of the world’s top wedding destination spots, the Hyatt Regency Maui launched a contest to give away a “dream wedding.” Pretty typical stuff, however the key was that the contest winner was selected by a combination of public voting and internal panel. The voters convinced the Hyatt Maui group to chose a gay male couple as the final winner, which coincided with recent Hawaii legislation that legalized gay marriage. The result will do well to brand the destination resort as a top option for gay couples traveling to publically tie the knot. By the way, this event had gotten global attention and is now known as one of the most popular spots to visit when going to Hawaii.

Another very popular brand, Lucky Charms, a serial loved my millions of adults and children alike, is also known for winning the LGBT marketing game. The cereal brand’s call to action encouraged individuals to share what makes them unique and why they feel lucky to be living in such a colorful world using the hashtag #LuckyToBe. The campaign resulted in thousands of submissions on multiple platforms, and GLAAD praised General Mills cereal for celebrating all types of families. This global phenomenon got a massive amount of global attention which is why Lucky Charms is well known now for their support of the LGBT community.

Last on our list, Heineken, is yet another company that is truly winning the game of LGBT marketing. Heineken pulled national news coverage as soon as the company pulled its support from the Boston’s St. Patrick’s Parade because the parade had banned gays from marching publically. Furthermore, Heineken also followed the pulling of their support by supporting the #likeforlove campaign which proved to be one of Instagram’s most successful advertisement campaigns during Gay Pride Month. Simply put, this advertisement campaign featured simple photos of homosexual couples posing together with positive messages. The campaign enabled Heineken to set itself apart from the thousands of internationally distributed beers by openly supporting the LGBT community. 

There are many other companies out there who are certainly winning the game of LGBT advertising and marketing. Are there any companies that you would like to mention? Feel free to share with us your thoughts, we’d love to hear them!