The Wells Fargo team faced a difficult situation in addressing a homophobic chant the Mexican National Team fans had been saying for years. Given WF’s support of the LGBTQ+ community, they were in need of a POV and guidance on how to address this via content and their social channels.
Our support included POV on how to address this issue with the client, with the partner (Mexican National Team) and influencers. Once the client was aligned with our POV and strategy, the DE&I Council provided messaging support, concept review and social copy to ensure that Wells Fargo’s position on this reflected their brand and it’s commitment to the LGBTQ+ community, but also considered the soccer fans connected to this tradition.
Providing Wells Fargo with consulting and messaging support resulted in their adoption of our approach and our scripts. This video content was so well-received, one of their LGBTQ+ influencers asked to use the video as part of her personal coming out story.
Navigating Homophobia
The results
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5.3M+ Social and Digital Impressions
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1.3M Viewership when TV Spot Premiered
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