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Case StudyDiversity & InclusionBeauty RetailContent MarketingNative Advertising

Learn How a Leading Beauty Retailer Partnered with Nativo to Amplify LGBTQ+ Voices Year-Round

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Learn How a Leading Beauty Retailer Partnered with Nativo to Amplify LGBTQ+ Voices Year-Round

Frequently Asked Questions

What challenge did the beauty retailer face?

The retailer wanted to move beyond one-month Pride marketing and create year-round inclusive content that genuinely supported and amplified LGBTQ+ voices and brands.

How did Nativo help the retailer?

Nativo’s in-house creative specialists produced custom native content focused on education, advocacy, and highlighting LGBTQ+-founded brands to sustain engagement beyond Pride month.

What were the results of the campaign?

The custom native article content delivered over 102% higher time spent and a 33% higher call-to-action rate compared to industry benchmarks.

What were the primary goals of the content program?

The program aimed to raise awareness of the retailer’s alliance with the LGBTQ+ community, improve public perception through inclusive messaging, and feature products from LGBTQ+-founded and owned businesses.

How can other brands learn more or replicate this approach?

Brands can schedule a free demo with Nativo to explore custom content strategies and see how native articles can amplify diverse voices while driving measurable engagement.

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Original Article

Learn How a Leading Beauty Retailer Partnered with Nativo to Amplify LGBTQ+ Voices Year-Round

Nativo worked with a leading beauty retailer to create educational content, amplifying LGBTQ+ voices and beauty brands.

Issue

As the beauty industry shifts towards inclusivity, many leading retailers are taking the opportunity to amplify LGBTQ+ voices and beauty brands beyond just the Pride Month celebrations.

For years, Pride has been the only time brands could market to the queer community and make an effort in highlighting its contributions to the beauty industry. With the recent strides in LGBTQ+ visibility and acceptance, there is a growing demand for inclusive content that keeps the momentum going year round.

A leading beauty retailer partnered with Nativo to tackle the challenge of creating and leveraging LGBTQ+ content that not only engaged customers during Pride month with meaningful messaging and action but also carried that momentum beyond June.

Intelligence

According to research, a staggering 72% of millennials believe that diversity and inclusion are important topics for brands to address. Therefore, diversity, equity, and inclusion (DEI) efforts are crucial to building favorable brand perceptions among consumers.

Audiences today are looking for a true allyship that extends beyond one month and seek brands that are committed to supporting and advocating for the LGBTQ+ community year-round.

Idea

The beauty retailer leaned on Nativo's in-house creative specialists to craft custom content dedicated to celebrating the LGBTQ+ community. Their primary goals were to:

  1. Raise awareness by shedding light on their strong alliance with Pride and the LGBTQ+ community, aiming to make a more profound impact.
  2. Enhance public perception, by utilizing inclusive messaging to educate readers on purposeful ways to support the LGBTQ+ community.
  3. Feature and encourage products from LGBTQ+ founded and owned businesses.

Impact

By extending their commitment beyond Pride Month, the beauty retailer saw a significant uptick in engagement with the Custom Native Article content, highlighting their year-round dedication to inclusivity. Amplifying LGBTQ+ voices and brands drove:

  • over 102% higher time spent on their content
  • 33% higher call-to-action rate compared to industry benchmarks

Next Steps

See what’s possible with Nativo. Fill out the form on the site to schedule a free demo with one of our dedicated experts.

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