As part of an annual celebration of LGBTQ+ History Month (October), RuPaul’s Drag Race brought together six Asian queens from the franchise for a multifaceted social media campaign.
Throughout the month, we used Drag Race platforms to educate and celebrate the community with a strategic rollout of stunning photography and video packages. This campaign consisted of individual portraits of our queens, two group photos, several behind-the-scenes interview packages and iPhone captures.
The goal for our LGBTQ Herstory Month execution is to create space for discussions surrounding identity, heritage, and the work still to be done. We celebrate and uplift the queens’ artistry and provide them with a platform to reflect.
This year, we set out to make a splash with a blitz of content at the beginning of the month. We released a group photo and behind-the-scenes package, as well as custom iPhone captures on TikTok and Instagram. This was followed by a steady drumbeat of supporting assets including individual photography and additional video content. These assets made space for the featured queens to discuss their heritage and showcase their artistry all month long.
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 2024 edition featuring Season 16 winner Nymphia Wind, Season 3 winner Raja, Canada’s Drag Race Season 1 Winner Priyanka, Plastique Tiara, Jujubee, and Kahmora Hall was extremely well-received by fans. With 6.8M views and 879K engagements, the fandom was engaged across platforms all month long.
