vitaminwater’s Chosen Families

Overview

60% of LGBTQIA+ Gen Z don’t have affirming homes, making the holidays difficult. They turn to social for community, escapism, and self-expression, so vitaminwater set out to bring the vibrancy of queer joy back to the internet during the 2023 holiday season by turning FYPs into vibrant community spaces for queer Gen Z.

Through partnered content with The Trevor Project, a non-profit which provides crisis support to LGBTQIA+ youth, and The House of Avalon, a collective of pop culture-obsessed queer queens, we rolled out personalized holiday cards featuring fans + their chosen families + our talent, posted organic content, and jumped in the chats of GRWM IG live steams led by Gigi Goode (1.3M followers) as well as Symone (1.1M followers).

Results

• 2x over the positive sentiment benchmark for inbound messages.

• 90+ responses across both live streams combined over a nearly two hour time frame.

• 15 holiday cards sent to fans.