Summary
Livon's global PRIDE month campaign aimed to empower gender-fluid individuals, addressing LGBTQ challenges in self-expression through its Uncut Series. Targeting fashion-forward youth, Livon created an authentic self-expression platform challenging societal norms. With topics like #ExpressWithPride and #FreeToExpress, the campaign garnered 20.42 million impressions organically, strengthening Livon's modern brand image. Media coverage included Campaign Brief Asia, Adobo Magazine, and more, showcasing the campaign's success in raising awareness and engaging the LGBTQ community.
Challenge
Our audience consists of fashion forward young Individuals between 18-34 years from LGBT community who find it hard to express their fashion, style and beauty, taking pride in talking about all things queer. We targeted the younger females who are fashion and beauty affined audiences on Instagram, Spotify & Youtube who look out for inspiration from fellow queers While Livon's proposition of smooth hair for easy styling started delivering business results, the brand knew it still had some work to do to strengthen its youthful & modernity codes to accelerate adoption among college goers, girls in the process of finding their voices & crafting their most authentic selves.
Objective
The objective of this campaign is to celebrate PRIDE month globally by giving a voice to Gender Fluid Individuals and their issues related to self-expression, hair art, and life. Livon aims to create a safe and inclusive platform through its Uncut Series to address the challenges faced by the LGBTQ community and raise awareness in society.
Strategy
Authentic self-expression is something that matters greatly to today's youth. For a brand where the product benefit stands for expression of style through hair, the creation of a self-expression platform that brought to the fore unfiltered conversations seemed like the logical next step to heighten Livon's relevance among the youth. Stereotypes and societal judgment are the kryptonite to self-expression. Livon created a digital IP- Uncut with Livon- to question social conditioning & ‘mass' perceptions. This uncensored series attempted to cover topics considered to be taboo or uncomfortable for public conversations, making room for unpoliced expression.
Data
While researching topics, we knew we had to crack the Holy Trinity - getting right endorsers to share right content at the right time so content could find traction naturally without promotions!
Solution
Pride month was perfect for its launch. #ExpressWithPride captured conversations with the queer community about being queer in India- the good, the bad & the ugly. The second edition, #FreeToExpress,on Independence Day, featured ‘game changers' to capture what freedom meant to them. On Women's Day, we featured ‘seemingly strong' women discussing their struggles with imposter syndrome, that which comes in the way of women loving & nurturing themselves.
Results
Uncut garnered 20.42 million impressions and reach of 8.60 million organically! "Modern brand" is one of Livon's standout strengths: ~4X of its nearest competitor. The series was mentioned in advertising and media channels including Campaign Brief Asia, Adobo Magazine, Business World, Indian Television, Exchange4Media, Adgully, Afaqs and Financial Express.
