The Black Lives Matter movement has brought the issue to the forefront since last summer... Diversity is broad: its definition has continued to become more precise according to everyone's demands, including gender and sexuality.

Six Quebec brands that represent or celebrate diversity have joined the multiplatform #FierDeToutesLesCouleurs campaign initiated by Muze. Nail Création presented the Pride nail polish box; Womance , socks and t-shirts bearing the hashtag; Kandju , multi-colored candies; Eska , the six rainbow-colored mocktails imagined by two mixologists from the community; Kaseme , the Pride phone case collection by seven LGBTQ2AI+ creators; and finally, Girl Crush , who made a live fashion show-style promotional video.

Co-branding works well when there is a complementarity between the brands, when they share common values, says Pierre-Olivier Beaudoin. "Eska does not hesitate to promote the Girl Crush video because she is proud to partner with a fashion company that is as eco-responsible as she is," he cites as an example. Co-branding allows products to be linked together according to the campaign's guidelines and to benefit from everyone's notoriety and networks."

Promoting a social issue

“Diversity is on everyone’s lips right now, but it’s also a subject that affects me personally,” confides the young man. “I came out very late. Even today, we never know how it might be perceived in relation to our career.” The one nicknamed PO Beaudoin, a host in France and the United States, revealed that he was gay in 2017 on his YouTube channel, PO & Marina . “I was moved and nervous, but it went well. On the other hand, I received so many testimonies of sadness, anger, rejection, discrimination of all kinds, that I told myself that I had a duty to talk about it.”

By setting up his marketing agency last year, he chose to make this issue his signature. “Two years ago, I created a personal project on my Instagram by declining the colors of the Pride flag into 18 paintings . I wanted to take up the concept by promoting other companies, positioning mine along the way. A great way to define myself as a founder and position my brand!”

Participating companies donate a percentage of their sales to the Fondation Émergence , a non-profit organization that fights against homophobia and transphobia. By embracing a social cause, the agency is doing marketing strategy: products associated with a sensitive social issue convey a positive image for the brand,” explains the young entrepreneur.

Asserting oneself in creation

“Offering quality artistic content is essential to attract attention while getting a message across,” he assures. “The video clip we shot with Girl Crush was, according to the 30 videographers, dancers and models who participated, one of the most amazing they have developed. That’s what allows you to go far on social networks.” The Muze team is made up of influencers chosen for their unique personality, their fan base and their way of presenting brands with beautiful images and words that resonate. They know how to develop campaigns. Influencer marketing gives instant access to wider platforms.