Drag Race Goes Germany ✨💅

When I got asked about creating content and building the Social Channels for the first german season of Drag Race I was more than excited! As a queer woman, I was happy to be part of bringing Drag culture to a new Level in Germany.

As this was the first season for us, but one of many for the franchise, it was important to coordinate with World Of Wonder about prior learning, as well as all the Do's and Dont's. We created a plan with the necessary content pieces and new ideas, to get everything approved befor hand. Since this production took place with a Columbian production company, we also coordinated with them and the chaperones our plans, to make our production happen

On set the first job was to coordinate the Key Art shooting with guest judge Shirin David, since our Marketing Team was not on set yet. After this we could focus on content production with the judges, guests and most important the eliminated Queens. For this we built our own little studio with equipment we brought from Germany. All the content was currated and produced by my assistant Ben and me. We coordinated every shooting and cast ourselves.

After the season was wrapped, we had one additional day to create the promotional material with cast and judging panel for the season. I planned and coordinated this day with my Marketing counterpart, created all ideas for the Social Media Team. The day itself I was produced the Meet The Queen videos.

Back in Germany it was time for post production. For the Meet The Queens I worked together with an editor and connected with both networks to make sure to get these approved from all sites. Therefor I also subtitles all the videos in English.

All the Social Pieces we created (around 50 assets) where edited by me - we focused on fast passed and funny editing, to appeal to a younger audience. To showcase the Style and Comedy aspects of Drag, but also introduce the Queens on a deeper level to the audience, we created five main formats:

I also edited all of the Show Clippings that we posted.

For the start of the first season Paramount+ organized a big premiere, where they showcased the first episode and the cast at Berlin Zoopalast. For this, I was in charge of Guestlist and Head Of Cast Talent Management in the Premiere

For the Roll Out I planned the strategy from promo to the finale in collaboration with press and marketing. I also was in charge of posting, copywriting and community management - which was very important for the sensitive theme that is Drag Race.

I also did the weekly & final reportings.

For the final stunt of the season, we came up with two ideas to get more Social Media attention:

Voting of the Fan Favorite Queen

Reaction to the final episode

You can find the content here: