Fans have long speculated about an all-winners season of RuPaul’s Drag Race, and we were finally able to confirm the Ru-mors are TRUE! On April 13 2022, RuPaul’s Drag Race and Paramount+ took to the internet and unveiled the eight former winners competing for the title of ‘Queen Of All Queens.’
We capitalized on the fandom’s anticipation by releasing three social-first vertical teases prior to the full announcement, all directing to the official RuVeal YouTube livestream. The RuVeal Livestream showcased each of the legendary winners, and delivered a first look at the season’s promo shoot.
While the livestream aired, we dropped vertical short-form cutdowns of each Queen across social. We took a highly-stylized approach to creating these assets, featuring the queens in their spectacular promo looks. We optimized these pieces of content for Instagram Reels, TikTok, and YouTube Shorts. We wanted them to feel extremely elevated, while remaining native to the platform. The cutdowns showed each former winner at the top of their game, and gave fans a space to celebrate their return in the comments.
In less than 24 hours, RuVeal posts earned a total of 9.8M views, 1.3M engagements, and 7.3M impressions – shattering all of our previous records. The RuVeal Livestream received 1 million views, and reached #3 on the YouTube Trending. On Twitter, #AllStars7 trended at #2 worldwide, with 58.6K concurrent people tuning into the Spaces. This cast announcement was truly for the fans, and captivated them on every social platform.
The vertical short-form assets presented our legendary contestants in a way that felt editorial, elevated, and fashion-forward, and set the tone for an incredible season of RuPaul’s Drag Race All Stars.