Road to Pride is a two-month digital marketing campaign featuring five interactive event activations designed to promote OUTLOUD Music Festival while leveraging WeHo Pride Weekend to attract new customers. In 2024, the campaign saw approximately 783 participants and generated 855 new followers across Instagram and TikTok. This represents an 18% increase in participation compared to Road to Pride 2023, despite a significant reduction in the number of activations—84% fewer events (5 events in 2024 compared to 32 in 2023). For 2025, our goal is to continue growing our audience data while prioritizing the quality of activations over quantity, ensuring we achieve the most efficient and impactful results.