In celebration of LGBTQ+ History Month (October), RuPaul’s Drag Race brought together five hispanic queens from the franchise for a multifaceted social media campaign. By creating a platform-intentional rollout of stunning photography and video assets, we used the Drag Race platform to educate and uplift the community throughout the month.
This campaign consisted of individual portraits of each of our featured queens, two group photos, a behind-the-scenes interview package, and countless social-first captures. These pieces made space for the queens to discuss their heritage, the importance of representation, and showcase their artistry.
To make this execution stand out against ever-changing algorithms we crafted a robust rollout of both photo and video assets. A key goal was to make a big splash from the very beginning of the month, starting off with our longform interview package and stunning group shot. Throughout the month, each featured queen’s photos were rolled out across platforms.
This execution is really special to the Drag Race fandom, and allows for a month of reflection and celebration of excellence from the franchise. The 2023 edition featuring Alexis Mateo, April Carrión, Bianca Del Rio, Crystal Methyd, and Vanessa Vanjie saw extremely positive response from fans. With over 6.6M+ cross-platform views, the audience was engaged with the content all month long.
