Objective: Celebrate the rainbow-colored diversity of the Teletubbies by inserting the brand into the crowded Pride Month conversation.
Strategy: Produce a DTC limited-edition Pride fashion collection with proceeds going to GLAAD through a digital-first social media and public relations campaign.
Results:
1.3 Billion Total Impressions
7.4 Million Total Social Impressions
+5,137 Social Media Followers
99.1 Million GIPHY Views
149.9K Facebook/Instagram Engagements
81.2K Total Social Mentions
$84,370 Total Gross Merchandise Sales
Role: Lead copywriter and community manager for the Teletubbies social & creative team
Introducing the limited-edition #TeletubbiesPride Collection! Help us spread Big Hugs & Big Love as proceeds will benefit @GLAAD to support their work accelerating acceptance for the LGBTQ community. Shop now: https://t.co/KSXJuJGsOG ❤️💛💚💜 pic.twitter.com/UrWKUNhaqo
— Teletubbies (@TeletubbiesHQ) May 20, 2021
Your Pride outfit was just decided. Wear a muscle tee, bucket hat, and more from the Teletubbies Pride Collection. Proceeds from the sale will benefit @GLAAD and their work promoting acceptance for the LGBTQ community. Buy now: https://t.co/KSXJuJGsOG #TeletubbiesPride ❤️💛💚💜 pic.twitter.com/UGF7l1RIfn
— Teletubbies (@TeletubbiesHQ) May 24, 2021
