Klarna's Virtual Drag Brunch

No one wanted to say goodbye to their favorite Drag Queens, especially during a time of social distancing, so we looked to engage an online community and bring them joy, support, and connection at a time when they need it most. 

 

By creating a fully choreographed, tightly produced “virtual drag brunch”, and a 360-degree campaign to drive awareness and tune-in, we sought to bring people the best parts of a live drag brunch - charismatic hosts, creative dress-up themes, fun tutorials, and epic musical performances - to the comfort of their own home.

 

For three back-to-back Wednesdays, Klarna Drag Brunch provided at-home viewers with 30-mins of brilliant live and recorded content programming. The series was hosted by real-life besties and quarantine buddies, Kim Chi and Naomi Smalls, and featured intercut content segments from an all-star lineup of guest Queens including Aquaria, Gigi Goode, Violet Chachki, Kameron Michaels, Yvie Oddly, and Plastique Tiara.

We had over 100,000 viewers and counting, and for every viewer that tuned in, Klarna donated $1 (up to $5,000 per brunch) towards drag entertainers impacted by the pandemic. With viewership far exceeding expectations, a maximum contribution of $15,000 was donated.

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Press:

• Klarna’s Digital Brunch Series Supports Drag Community Impacted by the Pandemic

• How Klarna Engaged Consumers through a Virtual Drag Brunch Series

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Agency Partner: We're Magnetic