Both& Bella: a brand campaign and microsite experience
Both& partnered and collaborated with actor Bella Ramsey on a campaign that aimed to center stories from the Queer and Gender-nonconforming community. The campaign included a special photoshoot with Bella and photographer Rachel Kiki, arranged by Both&. It culminated in a digital scavenger hunt and a unique microsite experience that showcased hidden prizes and stories submitted by the community.
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I was the sole designer for this website experience and campaign assets. I worked with Both& Advisor Pete Sena and his dev team at Digital Surgeons to bring this microsite to life.
A digital safe space to discover stories and more
Our goal was to create a digital experience that encouraged exploration and discovery. The journey of gender and identity is different for everyone — it can be joyous and celebratory, or isolating and tumultuous. When facing a challenging time, especially in environments that invalidate your existence, it is incredibly important to see and hear stories of others who have gone down similar paths.
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Kicking off with Bella's personal story about their gender journey, the campaign encouraged participants to write their own letters to themselves, and to discover stories submitted by other folks.
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We have been so moved by the community's participation and positive response to this project. This digital experience is an example of how a brand campaign can successfully engage an audience by leading with community over product.
The microsite experience includes a form field where visitors can submit their own stories. Their story will then be added to the sea of letters on the website for others to discover and read.
Part of the campaign includes hidden prizes and giveaways to encourage participation from the community.
Promoting the campaign through socials and wildpostings
To ensure a wide reach, we strategized a social and OOH launch campaign to drive audiences to the microsite.
Campaign results
The Both&Bella campaign received quite a lot of press from editorial platforms including GQ, Them, GayTimes, and Attitude. We also received countless of positive comments on Both&'s social media pages.
