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RuPaul’s Drag Race Season 15 RuVeal

Entered in Launch Campaign, Multi-Platform Campaign

Objective

With each season of Drag Race, there is a whole new group of queens competing for the crown. We eventize the cast announcement, making a splash to start the season. Viewers love to speculate and fancast,, but wait eagerly for our official announcement knowing they will be FED with content. The Queen Ruveal is our opportunity to take social media by storm, mainly with platform-intentional short form content. This content lives across platforms and shows the personality of each new competitor. 

Strategy

We centralize each cast announcement around a YouTube Livestream, that helps us to time out publishing across the short form platforms. As each queen appears in an interview on the live stream, we publish glam videos to Twitter and Instagram showing the new cast in themed RuVeal looks. These assets shared are all created with platform-intentionality at the forefront. We want fans to feel immersed in the RuVeal, engaging with each piece of content as it is rolled out. For Season 15, as each Queen was RuVealed during the YouTube Livestream, RuPaul’s Drag Race pushed out assets across Twitter and Instagram showcasing pastel y2k-inspired RuVeal looks. After the final Queen was announced, a compilation was posted across TikTok, YouTube Shorts, Facebook, and Instagram. These assets shared on Twitter, Instagram, TikTok, Facebook, and YouTube Shorts were all created with platform-intentionality at the forefront. The assets on Twitter are created in 1x1 specs, and in 9x16 for Reels, TikTok, and Shorts. 

The group photo and each of the queens’ individual cast photos were posted across social media. Talent also received custom asset packs which contained header photos for Facebook and Twitter, and custom avatars for use across platforms. We received support from talent across the board, including the 16 new queens, former contestants, and premiere guest judge Ariana Grande!

Results

In just 24 hours, social media posts from the Season 15 RuVeal day received 13.6M video views and 2M engagements (+5% over S14). The YouTube livestream is trended at #2 on YouTube, and #DragRace trended on Twitter throughout the day as well. 

Media

Video for RuPaul’s Drag Race Season 15 RuVeal

Entrant Company / Organization Name

MTV Entertainment Studios

Links

Entry Credits