Developed a strategy to expand the World of Wonder brand beyond RuPaul's Drag Race.
World of Wonder
Create a brand strategy for World of Wonder that will leverage the relationship with their drag audience to expand into new territories.
World of Wonder is the production company that created the famous RuPaul’s Drag race. As RuPaul’s Drag Race has become a part of mainstream culture, World of Wonder has found opportunities for new business ventures like multi-million dollar DragCon and a streaming service called WOWPresents Plus. While drag culture has been a critical piece of the World of Wonder business, there is much more to love about the brand.
World of Wonder believes in creating a community of inclusion by committing to amplifying the voices and visibility of the outsider.
They do this by telling stories of people on the margin of culture and aim to get to the authentic nature of that individual or story.
The Real Ellen Story
Before Ellen DeGeneres was as famous as she is today, they made a documentary that told the story of her ‘coming out episode’ and how it changed her career.
They made a documentary with Katie Couric where she explores gender identity to to show the world we are all human despite our differences.
Ministry of Evil
They created a story about cult leader Tony Alamo and a look into the lives of the people who followed him.
I am Britney Jean
After seeing the rise and fall of Britney Spears, they told her story and the challenges of living an overexposed life.
*This is a shortened version of my independent study project that I worked on for an entire semester. I was responsible for reaching out to secure the client and presenting my final recommendations to the team.
This is a disconnect between the World of Wonder Brand and their core audience.
60% of drag race fans were either not familiar or somewhat familiar with the WOW brand.
1. RuPaul’s Drag Race inspires people to accept themselves.
“Growing up in a very small town from VA, I felt like I was the only gay kid. Finding a show with gay people on it made me realize, there are more of me out there. They do exist.” – Logan, 29
“I spent a lot of my life trying to hide. I was born with a cleft palate and was heavily bullied and harassed in school. I slowly build up myself confidence in who I am. Watching the show has helped me love myself and own my differences.” - Maggie, 24
“Eureka is my favorite because I look up to her. She gets put down because of her size and that’s something I struggle with. Seeing what she has gone through and overcome is inspiring.” – Clare, 12
2. RuPaul’s Drag Race inspires people to express themselves.
“In this world we are told we should express ourselves, but there are still limits to how we do that. We aren’t encouraged to explore to ourselves. Watching the show makes me feel a little less alone in doing that, like when I wearing black lipstick in July.”
- Amber, 28
“It has impacted my life by showing me that I can express my feminine side. I’ve always embraced my feminine side the most because I feel the most comfortable in that side. I think that it's important to express myself to fullest extent.”
- E, 13