Our brief from Google was to get influencers to use android technology to show their support for Pride, without an official sponsorship.
The Android character is a well known, recognisable icon and one that we knew we could use as a device to cut through with influencers, drawing them into the campaign with a smile and then using them to spread the brand’s ‘be together not the same’ message.
First, a gay Pride wardrobe was created on the brand platform, androidify.com. Then we invited tiers of influencers to ‘androidify’ themselves and create a personalised Pride android character to share with their social communities. This included celebrities like TOWIE star Bobby Norris and TV’s Dr. Christian as well as popular social influencers like Alfie Deyes and Pixiwoo and media outlets like Elle and Gay Times.
To generate further momentum, social media influencers were asked to take part in the innovative #andproud virtual parade, into which we recruited institutions like the London Fire Brigade and the V&A, alongside other household names like Ben Cohen.