July 17 · Arrival↗
“Flying to Portland Oregon for Pride! :D”
801 likes · 28 comments · 16 saves
Views were not available in the supplied insights screen.
Campaign case study · July 2024
Portland
Pride.
A city story told through queer community, local culture, and lived experience.
A creator-led Pride trip that became a collection of stories about where LGBTQ+ people can eat, explore, celebrate, and feel seen.
The idea
Don’t just cover Pride. Show people where they can find it.
The supplied campaign material documents Dominic traveling to Portland for Pride and building content around the people and places that made the trip meaningful.
Instead of treating Pride as a single event, the content moved through the city: arriving for Pride, discovering an immersive LGBTQ+ experience, highlighting a queer-friendly local restaurant, and capturing the people, food, and personality of Portland.
The result was a travel-and-community story that could work as entertainment, recommendation, and representation at the same time.
The numbers
1M+
views
Portland Pride feature post
21.3K
views
LGBTQ+ immersive museum reel
20.8K
views
Keep Portland Weird carousel
11K
likes
Mis Tacones feature reel
These figures are taken from the supplied Instagram screenshots. They represent individual documented posts/reels, not a claim of total campaign reach.
The work
A Pride trip became a content system.
The strongest part of the trip was the variety. Each piece had a different entry point, but all of them answered the same audience question: what does Pride actually feel like here?
July 19 · Community spotlight↗
Mis Tacones Vegan Mexican restaurant
11K likes · 1.3K comments · 1.6K saves
The story centered the restaurant's LGBTQ+ community support and its practice of providing free food to trans POC.
July 19 · Experience↗
The most LGBTQ+ inclusive immersive museum in Portland
21.3K views · 642 likes · 48 comments · 14 sends
A discovery-led reel turned a local experience into a recommendation for the audience.
July 20 · City story↗
Keep Portland Weird
20.8K views · 795 likes · 9 comments · 16 saves
A visual carousel connected Pride travel with Portland's personality, food, friendship, and local culture.
The standout
1M+ views.
The supplied Instagram screenshot shows a Portland Pride post featuring Mis Tacones at more than 1 million views, with 10.7K likes, 1,333 comments, and 190 sends.
The content was built around a local story with a clear community point of view: the owner discussing the cost and emotional weight trans people carry, alongside the restaurant's support for the LGBTQ+ community and trans people of color.
That combination — a useful place to know, a real person, and a story with stakes — gave the post a reason to travel beyond the people who were already looking for Pride content.
Why it worked
Representation was the lens — not the decoration.
Useful
The content gave viewers places and experiences they could actually put on a Portland itinerary.
Human
People and personal reactions stayed at the center instead of turning the city into a generic Pride backdrop.
Specific
The work highlighted queer community, trans visibility, local businesses, food, and culture through a distinctly personal lens.