HSBC uses video on Twitter to align with Pride in a meaningful, effective way

During Pride in London 2017, HSBC (‎@HSBC_UK) joined employees and customers around the world in showing support for lesbian, gay, bisexual, and transgender (LGBT+) equality. The bank wanted a digital strategy that would help it align with the event in a meaningful way, positioning HSBC as a champion of progress.

‎@HSBC_UK created a series of emotive Pride videos, featuring people from different LGBT+ generations telling their own stories. The brand chose Twitter as its core platform: Promoted Video on Twitter captures attention with its media-forward, autoplay feature for mobile and web, while Twitter’s real-time nature and targeting capabilities made it possible for ‎@HSBC_UK to join the conversation about Pride in London as it happened.

‎@HSBC_UK used Twitter Insiders (‎@insiders_uk) to measure its Pride campaign success, asking its target Twitter audience for their views. Audience feedback showed that the campaign had helped HSBC to be perceived in a positive light, for example: “Before watching this I had no opinion on HSBC, but I now view the brand more positively as they have effectively brought awareness to an important issue.”

Eighty-eight percent of the LGBT+ supporters Twitter Insiders surveyed said they had really enjoyed the campaign. One audience member explained, “It was very real and touching without being cringeworthy. It presented the LGBTQ community from a different, more unusual, perspective.”

‎@HSBC_UK’s Pride campaign reached a wide, engaged audience, with five million video views, at a £0.02 CPV (cost per view).