The Hummingbird Bakery's Pride Collection: Celebrating Love, Inclusivity, and Sweetness
At Strong Social London, we are passionate about helping our clients create meaningful and impactful campaigns that resonate with their audiences. One of our most rewarding projects this year was working with The Hummingbird Bakery on their Pride Collection. This initiative not only celebrated love and inclusivity but also showcased The Hummingbird Bakery’s commitment to supporting the LGBTQ+ community. Through a combination of creative content, strategic partnerships, and targeted marketing efforts, we helped bring this colorful and heartfelt campaign to life.
Reviving and Reimagining Visual Content
To kick off the campaign, we tapped into The Hummingbird Bakery’s rich archive of vibrant photo content from previous Pride collections. These visuals, full of color and joy, were perfectly suited to set the tone for this year’s social media campaigns. We repurposed these images to create a cohesive and visually striking series of social posts that resonated with the brand’s audience.
In addition to leveraging existing content, we created dynamic video content specifically for TikTok and Instagram Reels. These short, engaging videos captured the essence of the Pride Collection, showcasing the bakery’s colourful cupcakes and cakes in a playful and celebratory light. The videos quickly gained traction on both platforms, generating buzz and excitement around the collection.
Strategic Partnerships: Influencers, Drag Artists, and Charity Collaboration
To amplify the reach of the Pride Collection, we partnered with iconic influencers and drag artists in London who embody the spirit of Pride. These collaborations brought a genuine and relatable element to the campaign, as these influencers shared their own stories and experiences alongside the delicious treats from The Hummingbird Bakery.
We were also thrilled to support the Quailors event—a business supporting the LGBTQ+ community in Savile Row—by supplying cupcakes for their Pride celebration. This collaboration allowed us to further embed The Hummingbird Bakery within the heart of London’s Pride festivities, providing a sweet touch to an event that champions inclusivity and equality.
In a special collaboration, we partnered with the LGBTQ+ youth charity AKT and Hasbro’s Peppa Pig for an exclusive Pride post on social media. This post was a celebration of inclusivity, featuring beautifully decorated Peppa Pig cupcakes from The Hummingbird Bakery x Peppa Pig Collection. The post reached a broad audience, further spreading the message of love and support. To make an even greater impact, 10% of sales from the Pride Collection were donated to AKT, helping to support their vital work with LGBTQ+ young people facing homelessness or living in hostile environments.
Engaging Audiences: Newsletters, Blog Posts, and PPC Campaigns
To ensure the Pride Collection reached as many people as possible, we launched a series of targeted newsletter campaigns. These emails were carefully crafted to highlight the special offerings within the collection, including the limited-edition cupcakes and cakes. Each newsletter featured vibrant visuals and heartwarming messages of support for the LGBTQ+ community. These campaigns drove traffic to The Hummingbird Bakery’s website leading to increased sales.
We also created a blog post for The Hummingbird Bakery’s website, detailing the inspiration behind the Pride Collection and the bakery’s ongoing commitment to supporting the LGBTQ+ community. This post, optimised for SEO, helped boost the website’s search rankings and provided an in-depth look at the significance of the campaign.
To complement our organic efforts, we ran a PPC campaign targeting keywords related to Pride, LGBTQ+ events, and inclusive celebrations. The ads directed users to The Hummingbird Bakery’s Pride Collection page, driving both awareness and sales during the campaign period.
A Sweet Success: Impact and Results
The Hummingbird Bakery’s Pride Collection campaign was a resounding success, both in terms of engagement and impact. The repurposed and newly created content on social media garnered significant attention, with TikTok and Reels videos reaching thousands of viewers. Our influencer and drag artist partnerships expanded the campaign’s reach, resonating with diverse audiences across London and beyond, achieving a total influencer reach of 503.2k.
The exclusive Pride post featuring AKT and Peppa Pig was a standout moment, reaching 58.5k accounts and further solidifying The Hummingbird Bakery’s commitment to inclusivity and community support. The donation of 10% of sales to AKT not only made a meaningful difference but also strengthened the bakery’s brand image as a company that values giving back.
Our involvement in the Quailors Pride event also allowed us to connect The Hummingbird Bakery with a key LGBTQ+ business community, enhancing the campaign’s local impact and fostering deeper ties within the community.
The PPC campaign delivered exceptional results, achieving a 10.15X ROAS, driving targeted traffic to the website, and significantly increasing sales of the Pride Collection. Our newsletter campaigns also contributed to the success, generating impressive revenue and keeping the audience informed and engaged throughout the campaign.
Looking Forward: Continuing the Celebration
We are incredibly proud of the work we did with The Hummingbird Bakery for their Pride Collection. This campaign not only celebrated love and diversity but also made a tangible impact in the community. As we look ahead, we’re excited to continue our work with The Hummingbird Bakery, creating more campaigns that are as meaningful as they are delicious.
At Strong Social London, we believe in the power of thoughtful, inclusive marketing to create lasting connections and make a difference. We can’t wait to see what sweet successes lie ahead!
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