We looked to drive awareness, buzz and tune-in across the LGBTQ+ and larger ball community to promote the premiere of HBO Max’s new original ballroom reality competition show, Legendary.
Our goal was to drive this awareness and buzz via social media - collaborating with members of the ball community to generate earned social media value, organic social impressions, and a fine-tuned, targeted reach.
We created premium gifting kits targeted toward LGBTQ+ influencers, cast and ball community members to drive organic social sharing and awareness. In order to ensure our kit components included authentic items to the LGBTQ+ and ball communities, we partnered with QTPOC agency, Slay, who helped us identify the right premiums and also helped us reach the correct audience in the ballroom scene.
We modeled our premiums off the insight that while ballroom outfits are stunning, they are also frequently uncomfortable. When houses aren’t competing on the runway, they’re looking to slip into something a little more relaxing. This led us to procure high quality, Legendary branded slides, robes, and hoodies. Additionally, we provided duffel bags and makeup utility belts (with LGBTQ+-owned beauty accessories) as well as a custom deck of playing cards (featuring every contestant, house, and judge) and a “vogue-cabulary” themed coloring book - to bring some iconic shots from the show to life.
Through a thoughtful and strategic gifting approach, we engaged the ball community and earned valuable positive sentiment across the board. Our influencers produced 612 pieces of content, which tallied up to $745,700 in social media value, 3.5M+ impressions, 2.7M+ reach, and 23.3M+ followers.
