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Special Project

Special Project
From the 16th Annual Shorty Awards

RuPaul’s Drag Race Season Social Presence

Entered in Meme, GIF, & Emojis


In an effort to lead the conversation around RuPaul's Drag Race, we seek to create memes that we know will speak to the fandom and bring in new fans from social. The Queens bring drama, shade, and instantly-memeable moments to every episode, so we look to clip those out and share them across platforms in a way that will resonate with fans. 

Strategy and Execution

We editorialize funny quotes and standout moments from the show to best align with our audience. By creating memes from this content we are able to resonate with fans and highlight how funny and incredibly talented our Queens are. 


Using relatable copy paired with sharable show footage, we are able to engage our core audience and bring in new fans. We maximize our reach by publishing content to short-form platforms like TikTok, YouTube Shorts, and Instagram Reels, garnering millions of views and engagements. Season 15 marked the most social season of Drag Race ever, with 377M total views, 31M total engagements, and over 500K new followers. 


Entrant Company / Organization Name

MTV Entertainment Studios


Entry Credits