FX Dying for Sex: Launch Partnership
To launch FX’s Dying for Sex, TAILWIND developed and executed a trio of brand partnerships designed to reach millennial and gen z women in high-touch, emotionally resonant ways — blending real-world experiences, digital integration, and shareable content
WHAT WE DID
To launch FX’s Dying for Sex, TAILWIND developed and executed a trio of brand partnerships designed to reach millennial and gen z women in high-touch, emotionally resonant ways — blending real-world experiences, digital integration, and shareable content.
The resulting multi-platform partnership strategy brought the show’s themes to life, generated buzz across culture and commerce, and delivered measurable reach and engagement at launch.
ACTIVATION: Catbird Jewelry Partnership, a retail and digital campaign themed around friendship and self-expression
Catbird store takeovers (8 locations)
Curated Dying for Sex “BFF Jewelry Edit,” and branded jewelry bag gift-with-purchase
Exclusive content with FX’s series costume designer sharing inspiration for the show’s looks and the role jewelry played in the story-telling — amplified across Catbird’s digital and social channels
Social sweepstakes, influencer gifting and PR outreach
Delivered strong reach and engagement and drove ecomm sales
ACTIVATION: Kreation Juice, a weekend takeover at 10 LA locations
Free limited-edition juice, in-store signage, staff uniforms, and digital content
Amplified via SMS, app, email, and social
Drove life in store traffic, sold out of juices all weekend long, high volume of UGC content shared
AMPLIFICATON: Uber Eats + Postmates
Delivery partner overlay, offering a free juice with Kreation orders $35+
Hero promos on both apps, push notifications, and email to users
Boosted awareness and tune in during promotional window