Target 10 was asked to develop HBO’s strategic approach to LGBTQ+ consumers, a priority segment for the network. Key to this assignment was examining the issues, trends and people driving the conversations that are impacting LGBTQ+ culture both from within the community and the outside and identify the themes, memes and zeitgeist of the community that are shaping attitudes and opinions of tomorrow.

We set out to explore all corners of LGBTQ+ culture and influence - media, entertainment, art, music, fashion, etc. – and researched over 100 influencers who are driving the conversations. Ultimately, we conducted in-depth interviews ranging from 1-3 hours with 20 of the community’s most leading edge opinion-makers. Following the interviews, we synthesized the major themes and cultural trends that emerged and validated our findings via social listening. The outcome was a robust, insight driven strategy document.

The strategy document and related research became a key document for HBO that will inform its LGBTQ+ marketing over the next 12-18 months. Not only that, HBO took the extra step of sharing it more broadly at the network and it has become a new asset for the program development, corporate equity, social media and research teams. The groundwork has also been laid for the formation of an advisory community from these newly developed contacts.