Jag Race

Post-production co-ordinator, activation campaign manager

What happens when Drag Queens – actually Drag Race?

Jag Race was the branded content activation collaboration betwaeen Attitude Magazine, Jaguar and its agency, that dropped just before the now hugely popular UK Drag Race.

UK Drag Race averaged 1.5 million an episode in its first season.

I led the activation and roll-out plan in my former role as Head of Digital Production at Attitude, that led Jag Race episode one to get over 2M combined views. 

The series of three, which went viral on launch and went on to be written about in The Drum and The Sunday Times for its bold marketing stance, attracted over 5M views.

I joined the brand following an extensive and ambitious shoot by the Attitude team.

In my first month at Attitude, I advised and production managed the final edits of the series. Requesting assets to fit a multi-platform campaign, I rolled out and oversaw the activation across organic and paid mediums. Including Facebook, Twitter, Instagram, YouTube, other VOD and ad placement video players leading up to the Attitude Awards.

Why was Jag Race so succesful?

The Ru Paul Drag Race phenomenon created a culture where drag queens are not only enjoyed by LGBTQ audiences. Once the butt of the joke, they are now the unrivalled obsession of many straight women, and even a fair few youthful straight men too. 

Jag Race, was welcomed and celebrated by the Attitude audience, who screamed ‘yas’ when it landed in September.

YouTuber, influencer and filmmaker Jazza John described the content as ‘one of the greatest marketing campaigns and pieces of media I have ever seen.’

It tapped into a zeitgeist, at its height just before the UK Drag Race launch – but it was also bold marketing and strong branded content. With a narrative, the kind of tea and shade the viewers wanted and delivered to a platform they were already on thanks to organic and paid placement – this campaign culminated in a big win for both Attitude and Jaguar.

When I went to deliver a case-study of Jag Race to the University of Westminster this year the 18-21 media students had not only seen the videos on YouTube, where they consume most of their media; They’d actively engaged with the content.

In their minds, Jag Race was at odds with the Jaguar brand they thought they knew – one aimed at older men who played golf. They didn’t know they were the brand’s new target.

Thanks to Jag Race – they do now.

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