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28/06/2014 by

Heineken US Honors Gay Pride Month On Instagram

Heineken US honors gay pride month with its “Like for Love” campaign on Instagram. Discover the insights here.

Like for Love: Heineken US Honors Gay Pride Month On Instagram. Discover it on

The campaign created by Wieden + Kennedy to create includes a set of 7 photos that show six different couples. The photos were uploaded on 25 June.

Heineken honors LGBT Pride Month on Insta

The couples are also posed so that they’re split down the center of the screen. When users tap twice on a photo to “like” it, the Instagram heart forms between them.

Like for Love: Heineken US Honors Gay Pride Month On Instagram

It’s not the first time that Heineken has used Instagram’s scroll-based features to show off pictures around specific events. During last year’s U.S. Open, the brand used Instagram’s grid view to create a digital scavenger hunt.

While Instagram has now become a staple in marketers’ social media efforts, only a handful of brands are using some of the built-in features of the app.

For example, restaurant chain Buffalo Wild Wings has launched its Instagram presence recently by leveraging Instagram Direct.

My Opinion

Heineken is clearly showing its Dutch roots in supporting the gay community. Perhaps this campaign will also help Heineken increase its profile among gay consumers?

A new study shows certain brands are benefiting from supporting equality. Among these brands are market leaders like e.g., Netflix, YouTube and Amazon.

CMOs that would like to know more about Instagram, I suggest you read these 2 stories:
Hello CMOs! Instagram Now Has 200 Million Active Users and
The CMO Guide 2014 To The Social Landscape.

What About You?
Where do you see other brands go on Insta? We all get smarter from peer discussions, so share your ideas.

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About the Author
Igor Beuker is an acclaimed trendwatcher & pro speaker, serial entrepreneur, marketing consultant and board member at several disruptive media, technology and entertainment firms. Book Igor as keynote speaker, follow Igor on Twitter or contact him via LinkedIn.

Source: AdWeek.


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