Case
Study
ION developed the cause marketing campaign #transvoices. The project included the production of 3 documentary videos, a short film, landing page, web app and a robust influencer program driving conversation around Transgender Awareness Week and Google’s support of the transgender community.
66M
impressions
100+
influencers
6
film festivals screened short film “Umbrella”
Objectives
- Develop content that communicates Google’s ongoing support of the LGBT community
- Engage LGBT and allied influencers to drive conversation
- Drive brand lift in the LGBT and allied community
Solutions
- Developed 3 short films telling the stories of 3 trans heroes
- Identified and engaged with LGBT influencers to drive conversation around the short films and Transgender Awareness Week
- Combined the shorts into a longer documentary called “Umbrella” and entered it into LGBT film festivals
