MTV / World of Wonder · 2023–

All Stars

RoleInteractive · OTT · Social lead

DisciplineSOCIAL LEAD

Year2023–

The brief

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.

By the numbers

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.

20 %

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.

15 %

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.

The work

How it came together.

01 / 03

"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.

01 · feature

02 / 03

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.

02 · feature

03 / 03

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.

03 · feature

What happened

The results.

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.

Credits