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Challenge

Deezer is one of the world’s largest music streaming platforms and prides itself on its brand promise – “You bring the passion, we bring the music.”

Deezer wanted to show its support for the LGBTQ+ community during Pride 2019, a particularly important year for Pride as it marked 50 years since the Stonewall riots. Our task was to find a way in which Deezer could express support, while staying true to the brand promise. This would #PumpUpThePride and show that love wins.

 Challenge
 Insight

Insight

Sadly, the internet is still awash with homophobic comments and viewpoints. Deezer could challenge these comments at source, through music.

Solution

We set up a series of keyword searches to monitor Twitter on a daily basis for homophobic and anti-LGBTQ+ sentiment. Working closely with Deezer to ensure tone of voice was consistent with the brand, we composed a series of tongue-in-cheek, love-spreading retorts to the trolls.

With each reply, we included the suggestion of an uplifting, positive song or Pride anthem for the hater. We were asking them to turn up the love, #PumpUpThePride and drown out the hate.

The activation resulted in a whole lotta love being spread and number of hateful tweets being deleted by the original users after they were called out.

 Solution