The past few years have been monumental for the LGBTQ rights movement and BPI has been at the forefront of that work with the Human Rights Campaign. BPI's engagement with the Human Rights Campaign — the nation's largest LGBTQ rights organization — started shortly before the opening arguments of the landmark Supreme Court decisions of 2013.
The goal at the time was to help elevate the positive conversation around marriage equality and ensure positive messaging on equality saturated social media and digital properties. During the SCOTUS cases, this included social engagement marketing, website testing and mobile marketing geo-fenced around the Court. This resulted in the most engaged promoted tweet in Twitter history at the time as well as a boost in conversion rate of sign ups by 32%.
Ever since, we built on our success, launching hundreds of campaigns micro-targeting audiences and continuing a culture of testing, which helped drive advocacy actions, sign ups and donations in support of full LGBTQ equality.