A reactive social content on Pride for Diesel’s Instagram page.

Diesel has always stood for active equality in the LGBT+ community. Unfortunately, not all our fanbase agreed and, as we launched our content for Pride Month 2019, there was a backlash. Many users left homophobic comments under our Instagram posts and threatened to unfollow. We replied to them - one by one at first, and then with a dedicated post - that they were not welcome, and we invited them to follow through with their ‘threat’. We lost over 14,000 followers, but gained 20,000 new fans who wanted to stand with the brand and the LGBT+ community, and the post we made to celebrate the departure of our former followers earned 60,000 likes organically.