At the end of May 2023, the new Max streaming platform launched in the United States. The service united the two legacy brands HBO Max and Discovery+. As the new brand sought to drive consumer awareness around the launch with the “THE ONE TO WATCH” campaign, which celebrated the breadth of content available on the platform, it was essential for us to emphasize LGBTQ+ stories available on the platform. The goal of our campaign was to amplify visibility of LGBTQ+ characters and celebrate queer stories on Max.
In order to amplify awareness and visibility of LGBTQ+ stories available on the new streaming service, Max, we anchored our campaign in the brand’s larger “THE ONE TO WATCH” tagline and unabashedly declared our Pride by calling our series “THE ONE TO WATCH TO SHOW YOUR PRIDE.”
We performed a robust audit of the platform and identified LGBTQ+ stories across the expansive catalog. In the end, we spotlighted 14 talent and 15 titles across legacy HBO Max and Discovery+ titles:
These creative banners lived across strategic paid media placements in key markets across the US:
We drove a large-scale campaign to supplement Max’s awareness campaign around launch titled “THE ONE TO WATCH,” with a strategic extension targeted to LGBTQ+ audiences: “THE ONE TO WATCH TO SHOW YOUR PRIDE.” Through this campaign, we created various creative banners that celebrated queer stories on the platform. In the end, we served an impressive 104.6MM impressions across the various platforms we ran for the month of June – significantly
