Ends Friday:

Lock in a year of Digiday+ for 35% less.

SUBSCRIBE
Marketing

#LoveWins: Brands explode with pride following gay marriage ruling

By Digiday  •  June 26, 2015  •

#LoveWins.

That’s the overwhelming message that is spreading through social media moments after the Supreme Court legalized same-sex marriage across America.

And brands, being people too, celebrated the news on social media — especially on Twitter where they posted pictures of their logos draped in the rainbow flag. Normally, jumping in on social issues is not for the faint of heart, but even companies that tend to stay out of political conversations are feeling emboldened — and proud — today.

The hashtag, #LoveWins, became the unofficial rallying call for supporters and was tweeted more than 2.8 million times (and growing) according to Topsy. Data from Brandwatch, a social media analytics firm, told Digiday that the hashtag garnered 4.5 billion impressions.

The response to the ruling has been overwhelmingly favorable with 17 times more positive tweets than negative tweets. Companies quickly attached themselves to this wave of happiness and sent out tweets that reflected positively on themselves and the news.

Also, 65 percent of the tweets about the topic were written by women, with, not surprisingly, the majority of all tweets (73 percent) coming from the United States.

Here’s how big brands reacted:

Trending in
Most Read

More in Marketing

View More
The Sports Marketing Playbook

Premier League gambling ban gives brand sponsors an open goal, but CMOs must still prove value

May 27, 2026

An exodus of betting brands from the Premier League means there’s a chance for marketers to bag cut-price soccer partnerships. But proving the worth of that investment is another concern.

Marketing on Platforms

In Graphic Detail: Why OpenAI’s ad business is still a work in progress

May 27, 2026

As OpenAI is reportedly gearing up to go public as early as September, Digiday has charted the promise, and early tensions behind its ad business.

Brands in Culture

The AI paradox: Marketers trust AI to buy media, not build brands

May 27, 2026

Some executives are wary of AI-generated creative ideas while using automated tools to brainstorm campaigns.

DIGIDAY+

Get access to tools and analysis to stay ahead of the trends transforming media and marketing

My Account

Visit your account page to make changes and renew.

logo
© 2026. All rights reserved