My Role
- Interactive Strategy
- OTT Performance
- Prestige Branding
Client
- Paramount Global/Paramount Skydance
- World of Wonder (WOW) Productions
The Challenge
Marketing a season of RuPaul’s Drag Race: All-Stars is a different beast than the regular season. For Season 7 (the legendary “All-Winners” season) and Season 8, the goal was to treat the show as a prestige sporting event. We had to honor the legacy of returning queens while keeping the competition fresh for a global audience.
The main challenge going into this project was to drive subscriptions for Paramount+ by turning every episode into a “must-see” social event, ensuring the digital conversation matched the high-caliber talent on screen.
My Role & The Solution
I managed the digital and social lifecycle for both seasons, focusing on high-end visual storytelling and interactive fan experiences that leaned into the “legendary” status of the cast.
- “The All-Winners” Content Architecture: For Season 7, I helped develop a “Golden Era” aesthetic for all social assets. We moved beyond standard promos to create “Legendary Legend” deep-dives that reminded fans of each queen’s previous path to the crown, building immense pre-season hype.
- Interactive Scorecard Strategy: To keep fans engaged with the complex “Star” system in Season 7 and the “Fame Games” in Season 8, I launched real-time digital scorecards and voting hubs. This gamified the viewing experience, giving fans a tangible way to participate in the season’s progression.
- Exclusive “Untucked” Digital Previews: I led a strategy to release exclusive, digital-only “mini-sodes” and behind-the-scenes “mirror moments” on TikTok and Reels. These snippets acted as high-conversion teasers that funneled social traffic directly to Paramount+ for the full episodes.
Impact & Results
The marketing for these seasons didn’t just break the internet—it redefined how fans interact with the franchise during the transition to streaming.
- Highest Streaming Engagement to Date: Season 7’s “All-Winners” campaign resulted in the highest social engagement for any All-Stars season, with over 1.2 billion social impressions during its 12-week run.
- The “Fame Games” Viral Success: My digital strategy for the Season 8 “Fame Games” generated over 25 million fan votes in a single window, proving that interactive content could successfully sustain interest in eliminated queens.
- Premium Follower Acquisition: Across both seasons, the franchise saw a 20% increase in “High-Value” followers (users who engaged with 3+ posts per week), creating a more loyal and retargetable audience for future spinoffs.
- Direct Subscription Influence: Through the use of tracked “Shop Now” and “Stream Now” social links, we attributed a 15% lift in trial sign-ups for the platform directly to our cast reveal and “Queen Walk” social content.