@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).