Not everyone has access to a Pride Parade in their hometown or feels safe celebrating their true selves authentically. That can make members of the LGBTQ+ community feel isolated and invisible in their identities.
Every day and all year long, Hulu puts queer joy on screen, and it brought that same commitment to its Pride campaign by inviting people from all over the country who didn’t have access to a parade to join ours—a parade fit for the digital age. Hulu built a massive tv screen float, worked with communities across the country to have them record their queer joy and pride, and showcase them on screen at the 2024 LA Pride Festival and parade.
The float and parade worked to rally members of the LGBTQ+ community nationwide and to show that safe spaces that welcome love can and should exist everywhere.
Hulu had on-the-ground influencers amplifying and sharing their queer joy, partnered with KABC to spotlight the Hulu float, and even produced a Pride float filter for those celebrating at home. But the fun didn’t stop there – Hulu’s product platform showcased moments of queer joy instead of the standard show and movie key art.
Our multifaceted effort to bring queer joy to the literal screen at LA Pride was an overwhelming success. Our first-time float reached over 95,000 LA Pride attendees on the ground, and further scaled via social through brand social coverage, influencer coverage along the parade route, and livestream broadcast coverage where our float was prominently featured. The LA Pride Livestream saw a collective 51% viewership increase and a 40% hours streamed increase compared to prior years across Disney streaming channels. Across our social coverage, we saw awareness lifts for Hulu’s Pride march livestreams +32%, and awareness lifts for our LGBTQ+ content library +18%, both outperforming benchmarks. Our TikTok Influencers saw a 20% greater view engagement rate than the platform’s benchmark. But most importantly, this effort let us bring 56 LGBTQ+ community members to LA Pride virtually, who otherwise would not have been able to attend, and in doing so, we brought 50 different towns from 25 states to one of the country’s largest Pride parades.
