In recognition of LGBTQ History Month (October), the RuPaul’s Drag Race team brought 7 trailblazing trans contestants from the franchise together for a multifaceted social media takeover. By creating a platform-intentional rollout of photo and video assets, the aim was to use the Drag Race platform to educate and uplift the community throughout the month. Featured Queens include: Aja, Gigi Goode, Gottmik, Kylie Sonique Love, Jiggly Caliente, Laganja Estranja, and Peppermint.
To make this execution stand out against ever-changing algorithms, we created a robust rollout of both photo and video assets that were rolled out in platform-intentional specs. A key goal of ours was to make a big splash from the very beginning of the campaign, which included securing an exclusive announcement with Entertainment Weekly. They shared the group photo, and kicked off our month-long campaign. We also aligned the official kick-off for LGBTQ+ Herstory Month with National Coming Out Day, sharing inspirational messages to LGBTQ+ youth from the featured Queens across our social channels.
Throughout October, each of our Queens had a dedicated day where we shared their portraits and behind-the-scenes content from the shoot. We were able to capitalize on trending TikTok and Reels formats, which helped drive awareness for the overall execution.
Our long-form video content features in-depth interview footage with each of the seven Queens. They discussed their trans experiences, what it was like being on RuPaul’s Drag Race, and their hopes for the future. Breakout video content included the Queens paying tribute to trailblazers who came before them, and sending messages to the community on Trans Day of Remembrance.
This execution is really special to the fandom, and allows for a month of reflection and celebration of excellence from the franchise.
With nearly 1M engagements [+28% YoY] and 8.5M views to-date, LGBTQ+ Herstory Month 2022 was a major success. By showcasing Aja, Gigi, Gottmik, Kylie, Jiggly, Laganja, and Peppermint we were able to uplift their stories and engage the fandom in a really positive way. Conversation surrounding the activation was extremely positive and was ultimately a successful holiday stunt.