LGBTQ marketing is no longer just a feel good thing to do for a brand, it’s a data backed business case that drives growth, as proven out over many years of research and case studies. Q.Digital is known for its award winning work across brand categories, with ample research from Nielsen and other sources that prove out the case.
In the auto category, Nissan invited Q.Digital to multiple Association of National Advertisers Conference’s to elevate the proof points of their multi-year work that was essential to Nissan’s business case, sharing success metrics across multiple points to industry leaders.
At the ANA Measurement and Analytics Conference 2024 in Chicago and at the ANA Multicultural Marketing & Diversity Conference in November 2024 in Las Vegas, Nissan North America’s Multicultural Marketing Strategy Senior Lead Lanae Williamson joined Q.Digital’s VP of Sales Joel Dantas-Shoemaker to share the campaign analysis.
“It’s more than just a nice thing to do or the right thing to do. It is imperative for business growth.”
— Lanae Williamson, Nissan North America
Lanae shared that Nissan had developed specific ad creative that elevated chosen families in the LGBTQ community and Nissan vehicles, which ran across Q.Digital in endemic environments and sponsorships like Queerty “Pride50” and Queerty “Out for Good.” “We want to shine a light on those stories and that relationship,” Lanae shared with the ANA Multicultural Conference. Nissan’s LGBTQ spot won ANA AIMM & Cultural Inclusion Accelerator’s 2024 “Most Culturally Effective Brand Award”.
We partnered with Q. Digital, who is an amazing partner, because you want to make sure the placement is in the right spot for it to be well received and for it to resonate.”
— Lanae Williamson, Nissan North America
Joel shared how Q.Digital collaborated with Nissan on custom video content in a multi-year, 9-video, influencer led, award winning series called “DRIVEN”. Joel shared how the content is created in long and short form which runs as pre-roll and in high impact units, which becomes a solve for some brands if they don’t have custom LGBTQ creative. The “DRIVEN” series has won honors with Shorty Awards and OMMA. Q.Digital secured talent like David Archuletta (musician), R.K. Russell (NFL), Jenna Lauranzo (filmmaker), Vanessa Parish (chef) and others.
Both shared the success metrics that proved the auto makers business case is a successful tool for growth in a competitive field, as measured with a Nielsen brand study of video featuring out NBA star Jason Collins in a Nissan ARIYA.
Results: Authenticity That Converts
Nissan’s partnership with Q.Digital delivered measurable impact:
- +38-point lift in consumer perception of Nissan as an LGBTQ+ ally
- Significant increases in both purchase intent and recommendation intent among LGBTQ+ consumers: +4 points overall, and +7 for the Jason long form video.
- Strong engagement with longform video—proving queer audiences want full, nuanced stories
- Effective storytelling through influencers, like Jason Collins, amplified trust and cultural relevance
- Multi-year success across digital, editorial, and social touchpoints, showing consistency drives connection
“Longform content wasn’t just effective—it outperformed expectations. It allowed us to embed cultural nuance and show the intersectionality that matters most.”
— Joel Dantas-Shoemaker, Q.Digital
In these times, data to prove a business case is more important that ever. Q.Digital’s unique editorial voice, trusted reach, and creative production capabilities enabled Nissan to engage the LGBTQ+ community year after year—earning real results beyond impressions. For all brands, Q.Digital offers a variety of measurement tools to prove success.
Watch the full case study discussion below
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