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RuPaul’s Drag Race Social

MTV Entertainment Studios and Kids & Family PROJECT

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RuPaul’s Drag Race Social

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MTV Entertainment Studios and Kids & Family

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About This Project

Summary

RuPaul’s Drag Race social serves as a hub for the franchise and LGBTQ+ community at large. In addition to delivering show highlights and digital original series, RuPaul's Drag Race engages the fandom through pro-social initiatives, interacting with talent, and creating compelling original video content.

Goals & Objectives

The social media strategy behind RuPaul’s Drag Race is ever-changing and always-on. We strive to create platform-intentional clips and image posts of the most legendary, buzzworthy, and shareable moments from the show.

Results & Impact

Season 17 was the Most Social Season in herstory in Social Content Ratings (+58% vs. S16), making it the #1 Most Social Reality Show across TV during its run. We accomplished this through strategic weekly rollouts, using social listening to keep on top of topics that resonated with the community.

Recognition

Bronze

Awareness Categories — Social Media Content, Campaign or Channel

2025

About the category

Social Media Content, Campaign or Channel

Social media accounts or content made by or on behalf of an organization that aims to dedicated to raise awareness for Diversity, Equity, & Inclusion Causes. Can include social media accounts, social media series, annual campaigns, or content.