Inside the Campaign: Flying Tiger Copenhagen x RuPaul's Drag Race
When Flying Tiger Copenhagen decided to collaborate with RuPaul's Drag Race, they didn't treat it as a Pride moment. They treated it as a brand moment. The kind that demands the right creators, the right phasing, and a community built into the process from day one, not added on at the end.
In this webinar replay, Flying Tiger Copenhagen's marketing team walks through exactly how they did it: from the decision to bring in a Danish drag queen as an ambassador before a single product was briefed, to a four-phase campaign structure designed to reach both die-hard fans and people who had never watched the show.
The results were hard to miss. E-commerce sold out within 24 hours. Sales forecast was exceeded from day one. And the fan community showed up in ways no paid media budget could have manufactured.
Table of contents
- Why they chose RuPaul's Drag Race and how they stress-tested the brand fit before committing
- The ambassador model: what it means to build a campaign with a community rather than for one
- How they structured four phases to move from niche fandom to mainstream appeal without losing either audience
- Creator selection criteria across four markets: Spain, France, Italy, and the UK
- The metrics that actually mattered, and how sentiment analysis helped them adjust in real time
- What they'd do differently: more microinfluencers, less branded content, and the paid media mistake they won't repeat
