With each new season of RuPaul's Drag Race, the stakes are even higher than the heels! Each time a new season comes around, we take over social media in a blitz of exclusive content to announce the queens competing for a chance at the crown. For All Stars 9, eight iconic queens returned to the Werk Room to battle it out in the name of charity. We showcased their artistry in a goddess-themed photo shoot and strategic multiplatform campaign.
As part of our launch strategy, RuPaul’s Drag Race social announced the cast of All Stars 9 with a behind-the-scenes video that debuted as a YouTube premiere. The 21-minute video gave fans a glimpse behind-the-scenes at the goddess-themed promo shoot. Throughout the video, each of the competing queens discusses the importance of competing for charity, what fans could expect from the season, and the sisterhood felt among the cast.
This behind-the-scenes video was complimentary to the overall campaign, showcasing the queens at their best. The video received 875K views in less than 24 hours, and trended at #3 on YouTube trending. Views were up +17% vs. the previous season, and peaked at an epic 77K concurrent viewers.
