Not Just for Show
According to Nielsen Canada, less than 25% of the 2SLGBTQIA+ community feels represented in TV and streaming. With a presence in many Canadian households, Prime Video offers a powerful platform for changing that.
Prime Video has long been a major Pride sponsor and already does a lot of programming for the 2SLGBTQIA+ community, but not many people know about it. Knowing the power of authentic storytelling, Prime wanted to raise awareness by engaging influential members of the 2SLGBTQIA+ community, as well as allies and supporters who value diversity and inclusion, to get their stories out and drive change.
With this campaign, We Are Social Canada wanted to honour Prime Video’s ongoing commitment to the 2SLGBTQ+ community and to telling 2SLGBTQ+ stories authentically. So the agency partnered with eight influential and representative voices and cast them as the main characters, putting their stories at the forefront.
To kick it off, our cast shared their POV on the importance of representation across the entertainment industry, and what it means to them personally, on NOTJUSTFORSHOW.CA. This site became a content hub for the campaign, spotlighting their influential videos and the powerful messages they had to share, ultimately providing useful resources for the entire community.
To further amplify their voices, Prime Video Canada shared their stories online on the brand’s Instagram and TikTok channels. They also extended their reach IRL with digital billboards, wild postings, and even created interactive brand experiences during Toronto and Montreal's Pride Parades — two of the biggest 2SLGBTQ+ moments across North America.
While the brand loves storytelling, it also believes in creating change through 'storydoing'. It created the ‘Inclusion Playbook’, an industry-first guide to embedding diversity and inclusion practices. From casting all the way to editing, this playbook ensures the right resources go into authentic 2SLGBTQ+ storytelling.
Prime Video Canada's Not Just For Show campaign established that when it comes to telling and depicting authentic 2SLGBTQ+ stories, every scene is an opportunity to feel seen.
Overall, our campaign had unprecedented results for Prime Video Canada with 73.6M impressions, +171% organic engagement, and a first-ever set of industry guidelines that will continue to ensure future 2SLGBTQ+ stories are told authentically.
200%
We Are Social Canada surpassed site traffic goals
122 %
Canadians talked more about Prime Video after Pride Month, associating it as an ally to the community.
$1.02M
adding an incremental value in earned media. Media and other influential voices took note, driving incremental PR coverage to our campaign.
166 %
more content than contracted. Even our influencers were so vested in the campaign