Case Study: Fido boosts ad awareness, brand favourability and Pride engagement with Snapchat

Fido Drives Engagement by Celebrating Pride Diversity

Fido set out to deepen its commitment to the LGBTQ2S+ community during Pride month by raising awareness, driving engagement and sparking conversation about the diversity within Pride. The challenge was to educate Canadians about the many identities represented within LGBTQ2S+—not just the common six-colour flag—by highlighting 14 distinct flags and encouraging inclusive recognition.

Fido partnered with Snapchat to build two custom AR Lenses that let users tap through 14 Pride flags, learn what each represents, and select and share the flag they identify with, while Snap Ads in Stories and Discover amplified reach and invited users into the experience. The campaign delivered strong results: +7 points in ad awareness, +7 points in association with Pride, +5 points in brand favourability, and 37% more time spent with the AR Lens than norms, effectively connecting Canadians to Fido’s “Pride Comes in Every Colour” message.

Fido

Nancy Thomas

Vice President