Wagamama
Proud beyond Pride

Creative Strategy | Microsite & social media content | Placemaking

Not just a month, not just a march, not just a flag.

Amplifying LGBTQIA+ voices and communities beyond Pride month in Wagamama spaces.

Role: Visual Strategist

Campaign turn-around: 4 weeks

Outcomes: Instagram video series, social media and microsite content

Understanding that the client wanted to include their LGBTQIA+ community members and that for Gen Zers, 2021 was about learning more than participating in the usual Pride Celebrations, we proposed and executed the Proud Beyond Pride campaign, amplifying the voices and communities beyond Pride month in Wagamama spaces. As the visual strategist, I led the style and treatment of the video series launched on the client’s native social media channels.

 

Proud Beyond Pride saw Wagamama become the platform and amplifier that supports and facilitates the many intersectional identities within the LGBTQIA+ community, in real life and online.

 

Process & Criteria:

  • Understand Wagamama as an ally, to support and inspire intersectional LGBTQIA+ identities in real life and online, not only during Pride but beyond.

  • Must align with Wagamama's brand identity and tone of voice.

Outcome:

  • 4 part video series for Instagram, amplifying 4 leading changemakers and organisations voices, connecting and educating communities on LGBTQIA+ identities.

  • Social media content included a campaign teaser, workshop promotions and more.

  • Landing page for campaign events and workshops

Overall Pride campaign and promotions drew in views and click across social channels.

  • 4.5M impressions per month (June-August 2021)

  • 980K minutes viewed

From the success of the campaign, we continued this partnership by creating a Best Practice Guide for Wagamama for future online series (you can see this example here for the World Mental Health Day series).