2022Year one
Creators in front.
Interviews and the Dreamer announcement connected the campaign to current work and the people behind it.
The anthology
← All work07 · Brand and cause · 2022 to 2024
DC Comics:
Pride
Three years of Pride editorial and social, built around queer creators, characters, and the books they made.
45M
Organic impressions across three Junes
Client
DC Comics
Role
Pride editorial and social strategy
Discipline
Three years of Pride editorial and social
Years
2022 to 2024
Sc. 07A · The briefA reason to return
The idea
A yearly Pride campaign needs a reason to return.
Across three years, I wrote about queer creators, characters, and current books, alongside the community’s conversations about them. Announcements named the writers and artists. Interviews gave those creators room to talk about the work.
Creator interviews, character histories, fan art, and product stories gave each June a mix of material. I also wrote guidance for responding to sensitive conversations around the posts.
// Three Junes
Each June had to
earn its own attention
2022 put creators in front. 2023 went deeper into character history. 2024 opened the frame to fan art and community work. The anthology anchored all three years, so each edition gave readers a new reason to pick up a book they already knew about.
Sc. 07B · The workPride editorial · Creator spotlights · Community guidance
Creators
in the headline
Four parts of the program, from who got named in the announcement to when the account chose to stay quiet.
Three Junes
One anthology · A new reason each year
2023Year two
Character history.
Deeper editorial posts gave readers a route from a familiar face to a wider reading list.
The anthology
2024Year three
The audience joins in.
Fan art and community work gave readers another way to take part.
The anthology
01Creators
Putting the creators in the announcement
Announcements named writers and artists alongside the characters, and interviews focused on the people making the books. Readers could see whose work they were being invited to pick up.
Queer creators were part of the story, and readers could see who was telling it before deciding whether to pick up the book.
What it delivered
+24%
anthology-page conversion from creator-interview traffic
02Commerce
Connecting the story to the book
I placed anthology and merchandise links alongside the relevant interviews and stories, where readers could follow an interest they already had.
Someone could move from a creator or character they cared about to the relevant work without starting the search again.
What it delivered
28%
average annual growth in direct anthology and merchandise sales
03June 2, 2022
The Dreamer announcement
“The word is out!” opened my June 2, 2022 post announcing Dreamer’s upcoming original graphic novel. I named writer Nicole Maines and artist Rye Hickman in the same sentence, keeping the creators visible within the news.
I wrote and published the post with the supplied artwork attached.
04Community
Knowing when to answer
I wrote guidance for the account’s replies: when a question needed an answer, when the community should have room to speak, and when a response would only prolong a fight.
What it delivered
92%
positive-to-neutral sentiment across tracked conversation
Three years of covers
Art from the program
Sc. 07C · By the numbersThree June campaigns
What three Junes added up to
45M
Organic impressions
Across three June campaigns.
Sales growth
28%
Average annual growth in direct anthology and merchandise sales
Engagement rate
15.5%
On creator-spotlight assets
Sentiment
92%
Positive to neutral across tracked conversation
Production credits
EngagementPride editorial and social strategy
DisciplinesPride editorial · Creator spotlights · Community guidance
CollaboratorsPublishing and social teams
Years2022 to 2024
Next · Sc. 08 · Game · 2022
Gotham Knights
WB Games