The Challenge

RuPaul's Drag Race is one of the most iconic and popular reality shows in the U.S. In 2023, the franchise arrived to Mexico and Brazil through Paramount+ and MTV platforms, and Dialogue was brought on to lead the following: 

  • Create the social media communications strategy to generate awareness and engagement among the Latam audiences about the arrival of the first season of Drag Race in Mexico and Brazil.

  • Create social media profiles for Drag Race in both countries from scratch. This included selecting suitable platforms, defining the tone and aesthetics of the accounts, as well as generating original content that would resonate with the audiences and convey the excitement of having Drag Race in Mexico and Brazil for the first time.

  • Maintain a constant and positive conversation with the audience throughout the entire season, which spanned approximately four months.

The Work

Dialogue, in collaboration with the Paramount+ and MTV team, developed a comprehensive social media communication strategy including the launch, daily content planning, the generation and execution of content ideas to maintain audience enthusiasm and engagement, the creation of copy in line with the tone of Drag Race Mexico and Brazil, monitoring conversations, analyzing sentiment with the audience, responding to comments with a positive and respectful tone to build a strong and loyal community, as well as creating content during various events with the contestants and judges.

Results

Drag Race stood out in Mexico and Brazil as one of the reality shows with the highest weekly viewership according to MTV and Paramount+. Each week, the program became a trending topic on X. Furthermore, on social media, the audience experienced significant growth in the region: from zero to +328,000 followers on Instagram, +182,000 on TikTok, +90,000 on Facebook, and +49,000 on X.

Throughout the project, a total of 2,578 posts were generated for both countries on various platforms: 627 on Instagram, 406 on TikTok, 500 on Facebook, and 1,045 on X. This resulted in a total reach of +58 million people. Additionally, more than 92 million impressions were achieved, and over 27 million total interactions were recorded.

Thanks to the enthusiasm and warm reception from the Mexican and Brazilian audience, Drag Race became an iconic show that captivated its viewers. As a result, Paramount+ and MTV confirmed the production of a second season for this successful franchise.

Dialogue