MTV wanted to create a buzzworthy and memorable way to announce the premiere of Season 15 of RuPaul’s Drag Race. The challenge was to build excitement and anticipation for the new season in a crowded media landscape while also celebrating the show’s move from VH1 to MTV, all through another iconic mailer that the show has become known for, which would grab attention and engage media influencers.

My team and I developed and deployed 500 limited-edition mailer kits designed to reflect the show’s vibrant and daring personality. Each kit was packed with exclusive items, including RuPaul-themed goodies that captured the essence of the show and were tailored to excite the media and influencers who received them. These mailers were strategically sent to key figures to build momentum leading up to the Season 15 premiere.

The mailer campaign was a resounding success, with 550 custom boxes delivered to a select PR list. Over seven days, the campaign saw an increase in social media activity, with 205% more posts compared to previous seasons. The premiere became the #1 most social event in RuPaul’s Drag Race history, making a significant impact both online and offline as fans eagerly awaited the new season.