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11 Plus Reasons Why Your Pink Dollars Are So Damn Sexy

Be empowered with your pink dollars

‘It’s the Super Bowl every day in the digital landscape world, and the brands that aren’t focused on creating an inspiring message to the LGBTQ audience—they’re missing a chance to shine.’ New research shows that your pink dollars are more powerful than ever.

Hear the Hornet’s Sean Howell talk about pink dollars and LGBTQ ads:

Sean Howell talks pink dollars and LGBTQ marketing

Sean Howell is the Co-founder and President of Hornet, the world’s premiere gay social network. The platform recently released a research study in conjunction with Nielsen that explored the efficacy of LGBTQ-themed advertising on the queer consumer. The survey compared the effectiveness of inclusive marketing strategies with generic ads from the same brands, measuring engagement in terms of brand recall, familiarity, and affinity, as well as purchase and recommendation intent – the power source of your pink dollars.

Sean shares the story of The Hornet, explaining how the network has grown to a remarkable 25MM members. He walks us through the key takeaways from the LGBTQ Ad Format Effectiveness Study, discussing the benefits for advertisers who show an affinity for the community. Sean describes how advertisers can appeal to the LGBTQ community to earn our pink dollars and why it makes business sense for businesses to do so.

Topics covered with Sean Howell about pink dollars

The story of the Hornet

  • 25MM – member LGBTQ social network
  • Named after most social insect

The Hornet’s recent study of advertising to the LGBTQ community

  • 31 billion ad impressions/month on the platform
  • Insight into authenticity’s impact on ROI

The pink dollar benefits of showing an affinity to the LGBTQ community in advertising

  • 40% higher ROI (intent to buy)
  • 60% higher likelihood to recommend

How advertisers can appeal to the LGBTQ community to win pink dollars

  • Community represented in advertising (i.e.: gay couple shopping)
  • Recognize diversity within LGBTQ community

Why the Hornet study focused on spirits, auto, hotel and insurance

  • Real ads available to run a control group

The key findings of the Hornet study

  • LGBTQ – themed ads drove stronger brand recall
  • Inclusive brands are seen as progressive, caring

The power of your pink dollars

  • 5th or 6th largest economy in the world
  • Brands need policies to protect us

The significance of brands moving into LGBTQ space

  • Willing to accept a conservative backlash
  • LGBTQ allies in Gen Z make up a big market

Sean’s take on targeted advertising

  • Ads more relevant to the consumer
  • Need to be as creative as any other media
  • Retargeting will improve with more players

The opportunity for advertisers in the digital space

  • ‘Super Bowl every day’
  • The community will share inspiring ads

Sean’s call to action around marketing to the queer community

  • Get informed (Hornet newsroom)
  • Demand rigorous studies
  • Continue to push the topic

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