Case Study: HSBC achieves 5 million video views and £0.02 cost-per-view for its Pride campaign with Twitter

HSBC uses video on Twitter to align with Pride in a meaningful, effective way

HSBC UK sought to demonstrate its ongoing support for the LGBT+ community during Pride in London 2015 and needed a digital strategy that would align with the event in a meaningful, relevant and measurable way.

The brand created short, mobile‑optimized, emotive videos for Twitter featuring real LGBT+ people telling their stories—using creative tactics like faces in the first seconds, early story arcs, topical content and a clear brand connection to a movement of hope—and used Twitter targeting and features to drive engagement, generating 5 million video views at £0.02 cost per view and positioning HSBC as a visible, authentic supporter of Pride.

HSBC

Jag Sharma

Social Media Marketing Manager