Fast Food Brand Achieves
2X CTR During
Pride Month
with Contextual
Advertising
VTR
Higher CTR vs. Benchmark
Objective
The brand set out to connect with LGBTQ audiences during Pride Month and increase engagement by showing up in content that felt relevant, inclusive, and culturally resonant.
Challenge
Standard targeting often misses the nuances of values-driven communities. The brand needed to be part of real conversations. This required appearing in relevant moments where themes of identity, culture, and celebration were already taking shape on YouTube.
Strategy & Execution
To drive authentic visibility during Pride Month, the brand partnered with Silverpush to activate Mirrors, an AI-powered contextual intelligence solution. The campaign moved beyond demographic targeting and focused on real-time signals across YouTube. Silverpush identified videos featuring LGBTQ-friendly themes, personalities, and entertainment formats that aligned with the spirit of Pride. This included content related to competitor quick-service brands and culturally influential streetwear labels like Adidas and Nike.
The campaign also featured inclusive public figures such as RuPaul, Mindy Kaling, Jimmy Kimmel, and Patrick Starr, and placed ads alongside high-interest formats like Anime Awards and convention content. By embedding the brand into relevant viewing experiences, the campaign ensured its message felt like a natural part of the moment rather than an interruption.
Results
The campaign reached a 91% VTR and 2x CTR compared to industry benchmarks. Through thoughtful contextual alignment, the fast food brand earned authentic visibility and strong engagement during a moment of celebration.
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