Limited seats remain

Secure your place at the Digiday Publishing Summit in Vail, March 23-25

REGISTER
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
Marketing on Platforms

In graphic detail: How Anthropic’s Pentagon refusal is paying off in downloads, brand trust and enterprise deals

March 9, 2026

OpenAI’s Pentagon deal seemed to spark uproar among its users, many of whom were against it. Anthropic’s refusal to agree to the terms was seen by users as the more trustworthy alternative.

Generative AI

How AI could disrupt retail media’s $38 billion search ad market

March 9, 2026

ChatGPT and other AI chatbots could divert shoppers from retailer sites, putting the $38B retail search market at risk.

Generative AI

‘Brand safety is moving from fear to curiosity’: Zefr’s Raddon on content-level accreditation – and what it exposes about the industry

March 9, 2026

The threat is no longer a discrete piece of bad content that a keyword list or a domain block can catch. Its volume.

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