Challenge

RuPaul’s Drag Race fans were watching the show illicitly online. We needed to alert them that Season 7 would be available on broadcast TV - without a budget for a major campaign.

Strategy

The tight fan community was already sharing show content online, through GIFs, quotes, memes and more. Our campaign needed to be part of that communication.

Idea

“A Whole New Ru”, re-imagining the show as a self-help guide for the Ru - sorry, New - Year, through fan-friendly content steeped in the show’s culture. Including a workout video, fake wearable tech product, guided meditation (yep) and a whole lotta GIFs.

1.5m

facebook reach

444k

Twitter impressions

WHAT THE F**K THIS IS THE BEST VIDEO I HAVE EVER WATCHED

Luke, Reddit