Nail brand Sally Hansen partnered with GLAAD ambassador Todrick Hall to celebrate Pride through a series of album watch parties on Instagram, and a social content campaign by creative agency, Cult that generated a 25% uplift in engagement from 2019, according to the brand.
Further reading: Sally Beauty COVID-19 Updates & Q3 2020
The campaign included boomerangs, videos and stills for Sally Hansen's social channels that were distributed by the brand, Todrick Hall, GLAAD and Ulta Beauty.
Color stories were also created to encourage its audience to buy the Sally Hansen x GLAAD Xtreme Wear polish to give back to the organization.
Karl Velasco, creative director at Cult said, "Todrick Hall is a fierce icon of our community and represents all that is positive about modern masculinity. Those brands that embrace this new world of gender fluidity and creatively apply technology, social media and AI to their campaigns, will be the ones that thrive in the twenty first century.”