We aimed to drive awareness and buzz among the LGBTQ+ community and allies to promote the premiere of HBO’s real life unscripted series, We’re Here, which follows small-town residents as they’re recruited and trained to participate in a one-night only drag performance - with the help of their Drag Mothers: Bob the Drag Queen, Eureka O’Hara, and Shangela Laquifa Wadley.
Our goal was to drive this awareness and buzz via social media - leveraging LGBTQ+ influencers and their audience to generate earned social media value, organic social impressions, and expansive reach.
Originally planned as a physical WERQshop activation that would transform consumers into full drag, we kept the spirit of the playful drag workshops alive in quarantine by creating DIY at home drag WERQkits for targeted LGBTQ+ community members, advocates and fans of drag culture. Kit components included: personalized box, branded shirt, branded fan, premium wigs by Wigs & Grace (who also made all the wigs for the show), lip tattoos, colorful eyelashes, branded stencils, Coverboy glitter paste, and application accessories. We also included a video message from the cast and an exclusive three-episode preview of the show in each kit.
To keep the campaign as authentic to the audience as possible, we aligned with LGBTQ+ friendly brands including Wigs & Grace, which provided wigs of varying colors and styles for both the show and the kit; Clackthatfan, to create custom We’re Here fans; and Coverboy, to include glitter jelly. Further, we identified and engaged superfans, which helped us spark additional positive sentiment and drove word-of-mouth for the series. This authenticity was further matched by copy and contents that echoed the tones and themes of the show, ultimately creating a playful, heartwarming, and fierce kit.
Our over-the-top DIY WERQkit to promote HBO’s We’re Here left the LGBTQ+ community gagging. We generated $2.9M social media value (14.5x ROI), garnered 13.1M+ organic social impressions, created 714 pieces of content and reached over 9.9M with an audience of 63.6M+ followers and subscribers.