Sally Hansen, America’s number one nail brand, has been a longstanding supporter of the LGBTQ+ community and partner of charity powerhouse GLAAD. This year, to celebrate Pride, Sally Hansen partnered with GLAAD ambassador and American singer, actor, dancer, choreographer and YouTube sensation Todrick Hall for a series of album Watch Parties on Instagram.
Creative agency Cult created a social content campaign including boomerangs, videos and stills for Sally's Hansen’s primary social channels – Facebook, Instagram and YouTube. These were distributed by Sally Hansen, Todrick Hall, GLAAD and Ulta Beauty to further reinforce the partnership.
Cult also created a series of colour stories to champion the importance of Pride, colour and self-expression, while encouraging their audience to buy the Sally Hansen x GLAAD Xtreme Wear polish to give back to the charity.
“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 21st century”, said Karl Velasco, creative director at Cult.
In 2019 Sally Hansen teamed up with GLAAD ambassador and viral sensation Benny Drama for their Pride campaign. The two-month campaign generated 85MM Earned Media Impressions, saw a 57% uplift of engagement on IGS, a 95% uplift in Instagram comments and a 70% increase in Xtreme Wear Sales (versus LY at Walgreens). This year the Todrick Hall campaign generated a further 25% uplift in engagement from 2019.