MGK Life in Pink - Documentary Launch


Tapping a diverse group of talent, including pop-culture tastemakers, superfans, MGK's inner circle and mental health advocates we built a social conversation around Hulu’s surprise release of MGK’s Life in Pink, while driving tune-in and strengthening their positioning amongst target audiences.

Machine Gun Kelly might be this generation’s most polarizing rockstar— his name is a trigger for devoted love or passionate hate. But few know the human behind the controversy, headlines, and gossip. The multidimensional and vulnerable person behind the stage name. The ever-evolving son, partner, father, artist, and friend… The real Colson Baker.

Leveraging his passionate fans and defenders, we created a social groundswell around Hulu’s surprise release of Life In Pink. Partnering with a diverse group of talent at the across multiple cohorts, we built compelling creative briefs that aligned with the documentary's key themes. Leveraging direct soundbites from the documentary film, our influencers crafted content for TikTok and Instagram to spread awareness and drive engagement. To deepen the relationships for the campaign and drive further social chatter, RQ invited 17 of the biggest talent names from the social campaign to an exclusive premiere party in NYC which inspired more organic content, driving the social conversation further. As a result Hulu saw a massive spike of Impressions across all platforms on premiere night