🎬 Case Study: RuPaul’s Drag Race x Kraft

Client: Kraft Mac & Cheese
Agency: Salt XC
My Role: Lead Social Strategist
Deliverables: Campaign launch strategy, social rollout plan, TikTok amplification framework, and influencer/community playbook

💡 The Brief

Develop a digital-first campaign that celebrated queerness in all its messy, joyful, delicious glory—without relying on rainbow tropes or seasonal tie-ins.

At the heart of it: a branded cooking competition hosted by RuPaul’s Drag Race royalty, blending camp, comedy, and comfort food into a series designed to spark conversation and go viral.

The ask? Build a social launch strategy that honored the talent, fueled community engagement, and turned internet love into brand relevance. Success wasn’t just views—it was duet chains, meme spins, and queer audiences seeing themselves front and center.

🧠 The Strategy

I led the organic and earned social strategy, building a launch plan that:

  • Positioned the series as event television for the internet

  • Comforted clients into understanding audience and cultural appeal

  • Leaned into meme formats, duet culture, and reactive posting

  • Activated fan communities via pre-release teasers and midseason shareables

  • Integrated queen-led TikToks, Q&As, and stitched reactions into the content flow

📁 The Work

Includes:

  • Channel-by-channel rollout timeline

  • Sample posts and tone of voice

  • Talent amplification tactics

  • TikTok trends integration

  • Community management strategy

🧼 Transparency Note

This campaign was pulled by the client just hours before launch due to internal concerns around “audience fit.”
The work never aired—but it still represents one of the sharpest, most culturally resonant campaign strategies I’ve built.

💬 Why I Still Show It

Because the strategy slapped. Because the queens deserved better. And because even when the work doesn’t launch, the thinking still matters.