Betrue
To lead the first Nike campaign acknowledging and celebrating the LGBTQ community
Brief
To strategize, conceptualize and put into a groundbreaking campaign celebrating the LGBTQ community, led by NYC.
Consumer Target
The NYC's LGBTQ community, in it's entire diversity.
Plan Concept
Instead of marketing "rainbow product" as every other brand has been doing, I positioned Nike as a platform for the community focusing on one of their main cultural expressions, Voguing, understanding it's global influence and impact.
Creative Tactics
Meaningful product: co-created customizing product with an artist from the community
Content: created an Ad Video featuring Leiomy Maldonado and her community
Hiring program: established a hiring pipeline for director and above roles focused on the LGBTQ community
Meaningful moment: Sponsored the Latex Ball, the most relevant ball for the Voguing community annually
Outcome
The Betrue campaign became recognized as the most important and groundbreaking campaign of a brand towards the LGBTQ community globally.
Video Stats: 10M+ views, 9K+ shares, 6,7M impressions, 2,6M engagements
