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From the 12th Annual Shorty Awards

RuPaul's Drag Race

Bronze Honor in Television


In the world of RuPaul’s Drag Race, bigger is always better. Similarly, the @RuPaulsDragRace social presence exemplifies everything the award-winning series represents – the celebration of drag and drag culture, innovation, camp, heart and most of all…endlessly GAGGING fans. We always aim to publish content that gives fans a twist – be it surprise announcements and content drops, elevated visuals or refined use of native social features.

Strategy and Execution

Our social strategy continues to evolve with the changing landscape, but ultimately our goal is to create content that expresses the spirt of Drag Race while staying tailored to each of our key social platforms, including Instagram, Twitter, Facebook, YouTube and a newly-launched account on TikTok! Fulfilling this strategy means numerous things: (1) maintaining consistency across our social footprint; (2) crafting promotional strategies organically based on project or social channel and (3) creating new and innovative ways for our legion of fans to consume all things Drag Race. We balance the heart, humor and cultural influence of the show with best-in-class social practices and native tools which have yielded significant growth of our KPIs.

Our content both engages newcomers (e.g. our growing and captive TikTok audience) and loyal “squirrel friends” alike. We’ve achieved this by taking part in conversations happening on the internet (e.g. the viral “Where are you sitting?” Twitter meme or the #thisisme TikTok Pride challenge) while keeping relevant show and queen-centric content prominent. We’re also aware that, regardless of platform, video is QUEEN and a significant performance driver. Integrating both short and longform video has continued to work to our benefit.

Kicking off 2019, RuPaul’s Drag Race All Stars Season 4 and RuPaul’s Drag Race Season 11 campaigns launched with custom shortform videos highlighting our diverse cast of queens, while high-performing Makeup Tutorials, Whatcha’ Packin’ and The Pit Stop digital series sustained viewership throughout both seasons. We also dove into the buzzing #MarchMadness Twitter conversation with a first-ever Drag Race bracket, featuring iconic moments across the shows’ herstory, which drove significant fan engagement. Celebrating World Pride also brought about an award-winning social campaign placing alumni queens inside the historic Stonewall Inn, each representing a color from the original pride flag.

Heading into the new year, we continued ramping up content strategy. In January 2020 we kicked off Season 12 with a record-breaking exclusive partnership with Twitter for the Queen RuVeal cast announcement. We’ll be continuing to launch social experiences including Sashay Which Way?!, a Facebook Bot choose your own adventure-style game, along with a number of original series debuting this year.



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