Celebrating Drag and LGBTQ+ Culture
Warner Media was set to launch five seasons of RuPaul's Drag Race on their new channel TruTV. Our mission was to create fresh excitement around this beloved show, celebrating drag and LGBTQ+ culture while building a new audience for TruTV.
We launched a nationwide search for RuPaul's UK drag ambassador, leading multiple internal and external teams, culminating in a star-studded pink carpet event at London's Café de Paris. Finalists performed for an expert panel including RuPaul, Jonathan Ross and Katie Price, while a press junket amplified the show's new home. A celebration of drag culture.
The campaign generated 517 pieces of coverage across national, consumer and regional media, achieving a PR value of £8.1 million and reach of 436 million. Social media impact saw #DragRaceUK trend 5th in the UK, with TruTV mentions reaching 44.2 million on Twitter and 5 million on Facebook. The campaign delivered an impressive 26:1 ROI, while the live broadcast topped Periscope's trending list.
UK's first RuPaul drag ambassador search
Star-studded pink carpet launch
Cross-platform media success
Other works
