Fisher-Price® and Gay Ad Network launched the Proud Parenting LGBT Family Photo Gallery to increase the visibility of LGBT parents and to encourage interaction and support between LGBT parents, their friends and their allies. See Press Release.
The Proud Parenting LGBT Family Photo Gallery was a curated photo collection of LGBT parents with their families. It provided an authentic look into the proud lives of these modern families.
Family photos were featured throughout the summer across the Proud Parenting website, Instagram and Facebook “Presented by Fisher-Price #bestpossiblestart”
First and third-party data sets were acquired by Gay Ad Network to create the most appropriate LGBT parenting audience segments from which to target ads across LGBT and mainstream media properties. The galleries were promoted to LGBT parents online and through mobile apps.
There were 61 LGBT family photo posts on Facebook between 6/1 and 8/30. The posts reached an audience of 2,790,352 and were liked and shared 190,121 times. The engagement rate was a stellar 7.0% (well above the Facebook average rate of 0.5% to 1.0%)
There were a total of 61 posts on Instagram during the program. The images of gay dads received more likes per post on average than the posts of lesbian moms.