Celebrating Everyday Icons with ASTROGLIDE: Pride 2022

The LGBTQIA+ community is bursting with icons. And no matter if they're larger-than-life with millions of followers or are an everyday ally next door who embodies living your best life, they all inspire us in their own unique and iconic ways. For Pride 2022, ASTROGLIDE invited their social followers to celebrate the everyday icons. The ones that are always there for us, that share our highs and lows with us, that lend a helping hand towards us, and that empower us to love ourselves.
Our campaign sought to showcase the brand's commitment to the LGBTQ+ community, while building awareness and getting our product into the hands of national audiences of LGBTQ individuals and allies, pending availability. The goal was to create a fully integrated, multi-touch campaign gearing up to Pride month and beyond that bolstered the Astroglide commitment to inclusivity and the LGBTQ+ community. Our main objective, as always, was to increase sales and capture the audience while “coupling” was on their mind. But we recognized that we also needed to drive consumers down the purchase funnel. Our primary target audience for this campaign was LGBTQ+ individuals, with a focus on gay males ages 18-44.