Deezer wanted to show its support for the LGBTQ+ community during Pride Month, in a way that reflected its brand promise of “You bring the passion, we’ll bring the music”.
The insight was that, sadly, social media is still awash with homophobic and anti-LGBT sentiment, especially around Pride.
We decided with the brand to embark on a month-long campaign of replying to online trolls to #PumpUpThePride and drown out the hate.
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.