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:

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