Barclays Pride Parade Creator Activation
Influencer MarketingInfluencer placed 6 creators known within the LGBT community in Pride parades across the UK alongside the Barclays float, and the agency reports 193K views from the work.
Case in 60 seconds
Barclays wanted to highlight the strong connection it has to Pride, which is hard for a brand to assert on its own because that connection depends on recognition from the LGBT community rather than on the brand's own claim.
The page frames credibility at Pride as something held by people the LGBT community already recognises, so the work rests on creators who are well-known within that community rather than on Barclays speaking about Pride on its own behalf.
Influencer put creators physically inside the Barclays presence at Pride, so the connection between the brand and the parades was shown through people walking alongside its float rather than stated in advertising.
Influencer worked with 6 creators, all well-known within the LGBT community, who attended Pride parades across the UK and walked alongside the Barclays float while wearing the Barclays Pride t-shirts.
Influencer reports an audience of 213K and 193K views for the Barclays Pride work, and the page prints both figures under single-word labels without saying how either was calculated.
Strategy Breakdown
Creative & Execution System
Partners
- Influencer
Results & Evidence
| Metric | Value |
|---|---|
| Creators | 6 creators |
| Audience | 213K audience |
| Views | 193K views |
Why Influencer's strategy worked
- 1
Placing creators inside a brand's physical presence at a community event gives that participation a visible witness, because the creators carry the moment to people who know them rather than the brand reporting it about itself.
- 2
Casting for standing within a specific community rather than for follower scale suits causes where the brand's right to take part is the open question, because the creator's membership answers it before the brand speaks.
