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The End of the Rainbow

Emily Wallace
Wednesday, July 30, 14
The original gay couple
dates back to 2400BC
Wednesday, July 30, 14
Changes Over Time
Whos Doing it Well
What They Like
Ending Thoughts
Why LGBT?
Wednesday, July 30, 14
Why this
audience?
Wednesday, July 30, 14
Gay relationship acceptance is
the new norm.
US Census 2012
Wednesday, July 30, 14
Some of the
biggest celebrity
influencers are
making their
opinions heard
as well.
Wednesday, July 30, 14
The LGBT communitys
buying power is
estimated at
$7.9 billion.
Wednesday, July 30, 14
Married
Heterosexual
Unmarried
Heterosexual
Unmarried
Homosexual
% with
Bachelors
Degrees
36.5 22.9 48.9
% that make
over $150k
34.7 18.1 40.9
Unmarried homosexuals are a highly
educated, high income audience.
US Census 2012
Wednesday, July 30, 14
Not to mention...

23% of LGBT adults switched products because a different


brand supported their community.

Even if a brand is more expensive or less convenient 71% of


LGBT adults will stay loyal to a brand it is supports their
community.

47% LGBT more likely to purchase products or services when


tailored to their community.
Catalyst.org
Wednesday, July 30, 14
LGBT Advertising has
transitioned from
discrete to loud & proud.
Wednesday, July 30, 14
1921
Wednesday, July 30, 14
1944
Wednesday, July 30, 14
1987
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2008
Wednesday, July 30, 14
2012
Wednesday, July 30, 14
2014
Wednesday, July 30, 14
Theres a
H U G E
opportunity
to reach a community that
continually feels excluded,
make them feel loved,
and in turn, gain impressions.
Wednesday, July 30, 14
A Few Buzzworthy
Campaigns
Wednesday, July 30, 14
Ray Ban
83k shares on the ads Huffington Post article
4.4k likes on Facebook picture & almost 1k shares
Wednesday, July 30, 14
Marriott
129k shares on the ads Huffington Post article
11k views on YouTube video
Wednesday, July 30, 14
Target
1k shares on the ads Huffington
Post article
26k likes on Gawker article
Wednesday, July 30, 14
JC Penney
568k likes on Gawker article
5.4k shares of TIMES article on Facebook
Wednesday, July 30, 14
But theres only so
much information you
can gather while sitting
behind a
computer
screen
Wednesday, July 30, 14
So I did some original research.
Wednesday, July 30, 14
Wednesday, July 30, 14
Whether you chose to market to this
community or not,
its worth having a discussion about
and important to understand.
Wednesday, July 30, 14
LGBT
couples
should be
integrated
into the
context of
a bigger
idea.
This makes it more of a norm and more inclusive.
Wednesday, July 30, 14
Challenge your brand to
do something that hasnt
been done before
Wednesday, July 30, 14
Thank you
Wednesday, July 30, 14

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