Driving viewership of a show with a passionate but niche fan base
TruTV has picked up the rights to RuPaul’s Drag Race, but the show’s rampant fans were used to watching the show online. Without a major marketing budget, we needed word to get around the fan community that Season 7 was being shown on TV.
Taking advantage of the January launch, we offered the audience the chance to create #AWholeNewRu for 2016, hijacking new year’s resolutions with a RuPaul twist.
Throughout the series, we invaded social media with a sense of 'Ru-ification'. We created GIFs, listicles, a 'dragercise' exercise video, guided meditation and even a piece of (imaginary) wearable technology - the RuPaul iSashay Tracker. And between the airing of each episode, we published daily GIFs, to help keep the show top of (dirty) mind.
Engagement on the content was very high, with hundreds of thousands of views and 65k likes, shares, clickthroughs and comments, turning a grey British January into an eleganza extravaganza.