A Story Too Good Not To Share
When I began working with Mother's Lounge, I was immediately captivated by the deep connection their story has with the roots of the queer ballroom scene. The logo, featuring an image of Montanna Mercer’s (owner's) actual mother, symbolizes both familial love and the chosen family ethos central to queer culture. This story was too compelling not to share.
“I find myself very fortunate to have been raised by someone that always gave me the space, love, and acceptance, to explore who I am. When we decided we were opening a queer lounge and sketching out logo ideas, I felt like there was no person better than my mother to represent the acceptance that we hoped to share with our community.”
Pictured: Portrait of Tina Mercer, the owner’s own mother, from 1980 & the Mother’s Lounge logo.
Motivation Behind Sharing The Brand’s Story
Mother’s Lounge is not just a bar; it’s a historical homage to the grand ballrooms and underground clubs that defined an era of queer expression and liberation. The branding reflects this legacy, and I believe that sharing stories like this enhances the authenticity of the brand. Research shows that members of the LGBTQ+ community value authenticity and honoring our collective cultural history (“Building Brand Loyalty with LGBTQ+ Audiences Through Inclusive Advertising and Content”). By incorporating these elements into the narrative, I aimed to create a space that resonates deeply with our audience.
How I Told It:
So, how was I supposed to communicate this brand’s story, when it was decades-in-the-making?
I decided to condense all the important information down to a five piece carousel infographic. I wanted to ensure that I kept the reader’s attention and since I had not yet had the opportunity to show off the branding kit, I opted for a highly visual design, highlighting the most important parts about the brand’s identity.
Pictured: mockup of Instagram post telling the story of Mother’s Lounge. Created by: Landon DeLaune
Educational and Cultural Impact
Educating patrons about the lesser-known aspects of LGBTQ+ history isn't just about sharing facts; it's about creating a sense of belonging and pride. When guests walk through the doors of Mother's Lounge, they're stepping into a living history lesson that celebrates who they are and where we've come from. This educational approach not only enriches their experience but also reinforces our commitment to authenticity and cultural appreciation.
Connecting Through Authenticity
I believe that authenticity is the cornerstone of meaningful connections. By telling the story behind the Mother's Lounge logo and its ties to the queer ballroom scene, I wanted to pay tribute to the cultures and histories that have shaped this community. This connection is vital, especially in an industry where genuine representation can be hard to find. My commitment to telling these stories ensures that every visit to Mother's Lounge is not just a night out but a journey through the vibrant tapestry of LGBTQ+ history.
In sharing Mother's story, I hoped to invite the audience to join us in honoring the past, celebrating the present, and shaping the future. It's more than a logo; it's a legacy.
Post Goals:
Introduce Brand to Non-followers (Increase Reach)
Connect With Current Followers (Audience Engagement)
Increase Followers (Grow Audience)
Educate Audience About Cultural History of Brand (Build Loyalty)
Achieve Frequency of 3 (Increase Brand Recall)
Notes on Results:
At the time of this post, there was no ad budget in place. Therefore, all metrics shown below are results from a completely organic post and executed with a $0 budget.
This post resonates with my overall Marketing Strategy by using social media tactics in an effort to connect with the audience on a personal level through authenticity and transparency. This post, and others like it, remain pinned to all social media pages. Due to its relevancy to the overall brand, the following results reflect the lifetime of the post (June 26th, 2023 - June 29th, 2024).
Facebook Overview:
Post Impressions: 1,430 times seen
Post Reach: 1,303 accounts reached
Engagement: 277 engagements
Interactions: 101
Reactions: 34
Comments: 0
Shares: 6
Clicks To Profile: 61
CTR: 4% - within the national average FB post CTR. (Tao digital Marketing, 2024).
Instagram Overview:
Post Impressions: 11,247 times seen
Post Reach: 5,713 accounts reached
Engagement: 417 engagements
Interactions:
Likes: 375
Comments: 19
Shares: 74
Saves: 15
Profile Activity: 132 (# of actions people took on profile after engaging with post)
Visits: 112
Follows: 13
External Link Taps (to website): 7
Reach Breakdown
Engagement Breakdown
Profile Activity Breakdown
Assessment of Performance:
Since no budget was spent and this post happened fairly early in the launching of the brand’s social media accounts, I cannot report on any ROI. The conclusions I have come to below are based off of goals I outlined in the Post Goals section above.
Increased Reach & Audience Growth:
Positive: Successfully introduced the brand to non-followers, increasing followers by 13.
Negative: Low conversion rate of 0.38% from non-follower reach (3,428 reached, 13 converted).
Brand Recall:
Positive: Achieved a frequency of 1.96, indicating repeated impressions and potential for increased brand recall.
Negative: Did not reach the goal frequency of 3, although within the optimal range (1.8-4). (Harper, 2018).
Connecting with Followers/Audience Engagement:
Positive: High engagement from followers (88.4%), indicating strong resonance and effective content for the established audience. Metrics such as 19 comments and 74 shares support the goal of building brand loyalty and community.
Negative: Low engagement from non-followers (11.6% of total engagement), despite representing 60% of the total reach.
Summary:
Successfully engaged current followers, enhancing brand loyalty and community.
Achieved moderate brand recall through repeated impressions.
Limited conversion of non-followers to followers, suggesting a need for more resonant content for broader audience engagement.
The insights I gained from this post helped me understand my goals going forward & helped shape the reasoning for much of the content I’ve created for Mother’s Lounge since. Read more stories like this one for Mother’s Lounge and other clients, here.
