{"id":9193,"date":"2021-07-02T16:11:31","date_gmt":"2021-07-02T20:11:31","guid":{"rendered":"https:\/\/www.acuityads.com\/?p=9193"},"modified":"2023-08-14T08:34:44","modified_gmt":"2023-08-14T12:34:44","slug":"most-viewed-video-ads-pride-2021","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/most-viewed-video-ads-pride-2021\/","title":{"rendered":"Most Viewed Video Ads: Pride 2021"},"content":{"rendered":"<div class=\"flourish-embed flourish-bar-chart-race\" data-src=\"visualisation\/6620346\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n<p>&nbsp;<\/p>\n<p>June is a time to celebrate diversity and LBGTQ2S+ communities. And as much as people around the world are celebrating, so are brands. From recoloured rainbow logos to special product editions and tailored advertising campaigns, brands increasingly incorporate Pride as an integral part of their inclusive marketing strategies.<\/p>\n<p>But, just because brands are showing their pride, it doesn\u2019t mean they automatically win the support and adoration of consumers. In a crowded space, brands must do more to stand out and capture the attention of the diverse groups they serve\u2014demonstrating how they\u2019re showing up for their community in meaningful ways, not just showing their colours.<\/p>\n<p>The Most Viewed Video Ads (MVVA) for Pride reflect this coinciding with more significant initiatives aimed to support LGBTQ2S+ communities. From charitable efforts like Proctor &amp; Gambles <em>Can\u2019t Cancel Pride<\/em> benefit to Google\u2019s announcement that organizations will now have the ability to label themselves as \u201cLGBTQ friendly\u201d on their business profiles, the Most Viewed Video Ads for Pride 2021 promote how brands are making a difference, not just leveraging a commercial opportunity.<\/p>\n<p>&nbsp;<\/p>\n<h4><b>*Top 10 Most Viewed Video Ads: Pride 2021<\/b><\/h4>\n<table style=\"height: 665px;\" width=\"621\">\n<tbody>\n<tr>\n<td><b>Rank<\/b><\/td>\n<td><b>Company<\/b><\/td>\n<td><b>Campaign<\/b><\/td>\n<td><b>Views<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">1<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Orbitz<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=P7tdwVfgqE8\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Travel as you are<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">5,944,187<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">2<\/span><\/td>\n<td><span style=\"font-weight: 400;\">SodaStream<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=okPwcLiG-i4\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Share your Rainbow Story<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">4,292,496<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">3<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pet Valu<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=HQvmOz8X69M\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Rescued by Love<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">2,889,751<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">4<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Secret<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=J-bAPHk9ISs\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Don\u2019t sweat your identity with Abby Wambach<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">2,465,336<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">5<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Crest<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=1h3-PsP0_Oc\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Kristen&#8217;s Story<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">2,351,325<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">6<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Bud Light<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=pVyJVAZx4XE\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Parade for One<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">1,559,951<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">7<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Google<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=ohxDSfPpsHE\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Support LGBTQ+ friendly spaces<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">1,559,531<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">8<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Calvin Klein<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=cm6nMew6I8k\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Moments of Pride<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">894,663<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">9<\/span><\/td>\n<td><span style=\"font-weight: 400;\">H&amp;M<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=VyPKzBl2Mbk\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Beyond the Rainbow<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">873,414<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">10<\/span><\/td>\n<td><span style=\"font-weight: 400;\">P&amp;G<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=-l_e8yTnkTo\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Can&#8217;t Cancel Pride<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">816,340<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">*Data collected by AcuityAds True Reach\u2122 insights platform from April 6 &#8211; June 29, 2021\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Seven out of the top ten Most Viewed Video Ads come from CPG and retail companies, including two Canadian companies\u2014Pet Valu and Bud Light. However, Orbitz\u2019s <em>Travel as you are<\/em> campaign took the top spot. It\u2019s essential to note Orbitz released their campaign in April, extending campaign life beyond Pride month and perhaps being among the first to arrive at this year\u2019s Pride party. Their campaign reminded us of how much we\u2019ve missed travel through beautifully shot lifestyle videography and a soundtrack to match.<\/p>\n<h4><span style=\"font-weight: 400;\">Among the top 10 MVVA, three themes emerged:\u00a0<\/span><\/h4>\n<p>&nbsp;<\/p>\n<h5><b>1. Influencers draw eyes\u00a0<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Celebrity and influencer appearances ran rampant in the top 10 list.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Actress and activist Laverne Cox became a cartoon superhero in SodaStream\u2019s <\/span><i><span style=\"font-weight: 400;\">Share your Rainbow Story <\/span><\/i><span style=\"font-weight: 400;\">campaign, highlighting LGBTQ2S+ triumphs in modern history, American soccer player Abby Wambach encouraged viewers to \u201cDon\u2019t sweat your identity\u201d in Secret\u2019s Pride video and Amazing Race winner Kristen Mckenzie shares the power of a smile in her coming out story in Crest\u2019s campaign, among others.\u00a0<\/span><\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/1h3-PsP0_Oc\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h5><b>2. Personal stories tell it better\u00a0<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Amplifying the voices of LGBTQ2S+ community members helps to personify the challenges being faced by the group and evoke an emotional response from viewers. Some brands used influencers to tell personal stories, while other brands opted to provide a platform for everyday people. Pet Valu\u2019s <\/span><i><span style=\"font-weight: 400;\">Rescued by Love<\/span><\/i><span style=\"font-weight: 400;\"> features LGBTQ2S+ influencers sharing how their rescue dog\u2019s unconditional love helped them overcome adversity.\u00a0<\/span><\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/HQvmOz8X69M\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h5><b>3. COVID can\u2019t stop us<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">The pandemic caused many of the in-personal celebrations Pride is known for to be cancelled. Many brands addressed this directly in their video campaigns. In Bud Light\u2019s <\/span><i><span style=\"font-weight: 400;\">Parade for one<\/span><\/i><span style=\"font-weight: 400;\">,\u00a0 Marisa Grant told her coming out story before being surprised with her very own Pride parade, complete with dancers, costumes, and a drumline. Google Pixel\u2019s video highlighted the temporary COVID-19-induced closures of many LGBTQ2S+ gathering spaces and the importance of community.\u00a0<\/span><\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/pVyJVAZx4XE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h4><b>Connect with us!<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">How did you celebrate Pride, and how can you improve your inclusion marketing reach? <\/span><a href=\"https:\/\/www.acuityads.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Get in touch<\/span><\/a><span style=\"font-weight: 400;\"> to learn how your video campaigns rank against your competitors and how you can capture viewer attention with our proprietary True Reach\u2122 technology.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/go.acuityads.com\/acuityinsights\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sign up for our newsletter<\/span><\/a><span style=\"font-weight: 400;\"> to get more Acuity insights delivered straight to your inbox!<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><b>About True Reach\u2122 insights platform<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Increase total views and time spent on your video campaigns without increasing advertising spend. Our proprietary True Reach<\/span><b>\u2122<\/b><span style=\"font-weight: 400;\"> technology harnesses all publicly available view data to track real-time performance and enable decision-making that optimizes your Share of Attention\u2122.<\/span><\/p>\n<p><a href=\"https:\/\/www.acuityads.com\/attention-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Learn more.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; June is a time to celebrate diversity and LBGTQ2S+ communities. And as much as people around the world are celebrating, so are brands. From recoloured rainbow logos to special product editions and tailored advertising campaigns, brands increasingly incorporate Pride as an integral part of their inclusive marketing strategies. But, just because brands are showing [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":15098,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[31,19],"tags":[],"class_list":["post-9193","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-insights"],"acf":[],"_links":{"self":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/9193","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/comments?post=9193"}],"version-history":[{"count":0,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/9193\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media\/15098"}],"wp:attachment":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media?parent=9193"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/categories?post=9193"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/tags?post=9193"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}