Each year, a brand-Ru group of queens takes over Friday nights, and RuPaul’s Drag Race Season 15 was no exception. This season was special, however, thanks to its move to MTV! We wanted to celebrate this momentous occasion by sharing the love with our influencer and celebrity fans as well as leaning on premiere guest judge Ariana Grande to get the word out. Each season, we create custom branded mailers that coincide with the overall campaign. We send these mailers out to featured talent, celebrity superfans, press, and influencers. They are a highly sought after item, continuing to get organic coverage across social year over year.
For our Season 15 mailer, we really leaned into the race car theme of the overall campaign and sent out custom Pit Crew jackets. Superfans and influencers were thrilled to receive the larger-than-life racecar inspired mailer complete with their very own Members Only jacket. We work cross-functionally to make sure every super fan, key talent, and influencers receive their boxes in time for premiere.
This mailer was a huge success, taking over social feeds everywhere. We were able to get the Season 15 branding in front of 10M+ users from organic influencer posts from everyone from Real Housewife Karen Huger to Patrick Starrr and Gigi Gorgeous.
