THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

RuPaul's Drag Race - LGBTQ Herstory Month 2024

Finalist in LGBTQ Community Engagement

Objective

As part of an annual celebration of LGBTQ+ History Month (October), RuPaul’s Drag Race brought together six Asian queens from the franchise for a multifaceted social media campaign. 
Throughout the month, we used Drag Race platforms to educate and celebrate the community with a strategic rollout of stunning photography and video packages. This campaign consisted of individual portraits of our queens, two group photos, several behind-the-scenes interview packages and iPhone captures. 

Strategy

The goal for our LGBTQ Herstory Month execution is to create space for discussions surrounding identity, heritage, and the work still to be done. We celebrate and uplift the queens’ artistry and provide them with a platform to reflect. 
This year, we set out to make a splash with a blitz of content at the beginning of the month. We released a group photo and behind-the-scenes package, as well as custom iPhone captures on TikTok and Instagram. This was followed by a steady drumbeat of supporting assets including individual photography and additional video content.  These assets made space for the featured queens to discuss their heritage and showcase their artistry all month long.

Results

This execution is really special to the Drag Race fandom, and allows for a month of reflection and celebration of excellence from the franchise. The 2024 edition featuring Season 16 winner Nymphia Wind, Season 3 winner Raja, Canada’s Drag Race Season 1 Winner Priyanka, Plastique Tiara, Jujubee, and Kahmora Hall was extremely well-received by fans. With 6.8M views and 879K engagements, the fandom was engaged across platforms all month long. 

Media

Entrant Company / Organization Name

MTV Entertainment Studios, Paramount Global

Links

Entry Credits