Social Campaigns
RuPaul’s Drag Race Season 14 Cast “RuVeal” Social campaign
Each season of RuPaul’s Drag Race, fans anticipate the annual Queen RuVeal, where the @rupaulsdragrace social accounts announce the contestants competing on the next installment of the fiercest drag franchise on television. The RuPaul’s Drag Race social team’s goal each year is to deliver fans a curated experience on social platforms, while increasing our KPI’s of views, impressions, and engagements utilizing the latest in social media technology and trends.
For Season 14, the goal was to increase viewership and engagement across platforms, while extending the brand’s social campaign to a linear space as well. Complementing the Candyland-inspired promo theme, social delivered creative based on a fantastical arcade runway, where the Queens were able to show off their style and personalities. Specifically, the campaign aimed to increase watchtime on the brand’s YouTube livestream and lean into shortform content, specifically Facebook and Instagram Reels as they had grown recently in popularity.
The Season 14 RuVeal was a great success. The linear sneak of the RuVeal the night before earned 473.3k engagements, making it the #1 most social episode airing across Cable and Broadcast on Thursday 12/2. This served as an excellent hook to keep fans engaged in the campaign. This kickoff left fans with a lot to look forward to, while also having an episode of Queen of the Universe and The Bitch Who Stole Christmas to hold them over while they wait!
The following morning, on YouTube, the Meet the Queens live stream peaked at 14.8k concurrent viewers and totaled 8.4k chat messages. From 12/1 - 12/3, Season 14 RuVeal posts earned 32.2M impressions, 14M views, and 1.9M engagements, hitting KPI goals of >25M impressions, >10M views, and >1M engagements. More importantly, leaning into Reels creative greatly helped reached campaign goals as Instagram Reels accounted for 54% of total campaign views with 7.66M views!
Freight Farms: Crop Corner
At Freight Farms, their vertical farming technology is making innovative waves in homes and businesses across the world. To further educate customers, leads, and the general public on this innovative technology, I created a digestible TikTok/Reels series called Crop Corner, where Freight Farms’ internal research farmers let customers and the general public in on their research and development process, educating the masses on the groundbreaking tech behind the container farms. Most episodes link directly to documentation so current farmers can begin implementing some of the findings to their operation immediately for increased yields and profit. This series was the highest performing on Instagram, increasing average account engagement by 23% and consistently reporting in the top-performing posts, showing off the power of educating your consumer.
RuPaul’s Drag Race Pride Campaign
The riots at The Stonewall Inn in New York City in 1969 marked an act of rebellion by members of the LGBTQ community. 50 years later, eight legendary queens of RuPaul’s Drag Race gather at Stonewall to celebrate the ancestry of their LGBTQ family with a photoshoot by photographer Marco Ovando. Each queen represents a color of the original pride flag, created in San Francisco in 1978 by queer artist Gilbert Baker. The colors of the original flag all symbolize something integral to the community— sex, life, healing, sunlight, nature, magic/art, serenity, and spirit. This campaign consisted of an editorial photoshoot with dynamic assets for each social platform. My team worked with the agency Seven2 to develop a microsite for fans to celebrate the series. See the site here!
RuPaul’s Drag Race Season 13 Cast “RuVeal” Social campaign
For the season 13 launch of RuPaul’s Drag Race, it was time to up our social media, especially in the height of a pandemic.
Using Instagram reels, carousels and stories, TikTok duets, YouTube stories, shorts community posts and livestreams, Facebook video and stories, Twitter moments, fleets, threads, lists and video and stories and spotlights on Snapchat, we were able to garner 29 million views with 13.8 million engagements through this campaign.
The activity--70 different bits of content in all--was designed to drum up support for the new season and introduce the show’s crop of contestants.
Views were up 250% versus last year’s “RuVeal, and engagements were up 420%. Our Meet the Queens YouTube livestream trended as No. 1 on the social video service.
RuPaul’s Drag Race All Stars 7 cast “ruveal” Social Campaign
In less than 24 hours, RuVeal posts earned a total of 9.8M views, 1.3M engagements, and 7.3M impressions – shattering all of the franchise’s 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.
The theme for the promo campaign for RuPaul’s Drag Race All Stars 7 was “Glitz” where the Queens were asked to show off their aesthetic with shining bright sparkles. Leading the Social/Digital Creative for this campaign, my team and I created stylized assets formatted per platform to emphasize the greatness of these competitors. The rollout consisted of teasers + countdowns across platforms, a Twitter Spaces with the cast hosted by fan favorite influencers Brittany Broski and Sarah Schauer, and a YouTube Live with a premiere sneak peek and a gorgeous behind-the-scenes interview package produced by myself.
Compilation footage of Social/Digital creative