Gliding Into Pride With ASTROGLIDE
The Challenge
ASTROGLIDE, one of the leading personal lubricants, needed to reinvigorate its approach to celebrate Pride 2021 as the country remained in a pandemic, eliminating in-person celebrations for a second year, while finding a way to further strengthen their connection with the LGBTQIA+ community.
The Solution
An integrated campaign spanning media relations, influencer activations, social media contests, and paid media, anchored by a philanthropic initiative and custom creative that embodies representation within the LGBTQIA+ community was our answer.
We tapped into subjects that no one else was talking about critical to the LGBTQIA+ community, the bars and organizations that form the backbone of support and connection. With scarce resources, we commissioned custom illustrations from a member of this community to tell the stories that wouldn’t normally be available without high-end, expensive shoots.
