Ashley Devereux 

540-664-1952

Developed a strategy to expand the World of Wonder brand beyond RuPaul's Drag Race.

World of Wonder

The Ask:

Create a brand strategy for World of Wonder that will leverage the relationship with their drag audience to expand into new territories.

Situation:

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.

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.

Gender Revolution 

 

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. 

Problem:

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.

Key Takeaways:

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

“It’s inspiring to see them continue with something that might not work out. You really have to believe in yourself to do that. I think I have areas of talent that I don’t tap into because of fear. Either they have overcome it or are dealing with on a daily basis.”

- Emily, 30

3. RuPaul’s Drag Race inspires people to feel a sense of belonging.  

“I thought that I'd found my people. It felt like coming home.”  - Survey respondent 

“The first time I watched RPDR, I loved it. I was still straight then and living in Chicago. Then I came out and moved to Wyoming and RPDR became crucial to my connection with the LGBTQ community. Even though it was just through a laptop screen.”

- Interview response

“I felt alone and seeing them inspired me. It gave me confidence and I found comfort in their queerness because they were able to stick up for themselves.”

- Michael, 30

“I thought I'd found what I was looking for and I didn't even know I was looking for something. It just felt so right.”

- Survey respondent

Insight:

RuPaul’s Drag Race helps people see their differences as power.

Brand Positioning:

World of Wonder empowers people to feel good about being their authentic selves by telling authentic stories.

Strategy:

Take WOW from the behind the scenes producers of RPDR to storytellers that are front and center stage.

Tactics:

Steps to bring it to life.

Phase 1: Bring the brand to the forefront.   

Goal: Increase awareness to the World of Wonder brand

  

Phase 2:

Build a community.      

Goal: Attract a new audience and deepen the relationship with the World of Wonder brand.

Phase 3:

Expand the brand's footprint. 

Goal: Increase engagement and retention. 

Bring the brand to the forefront.

 

This first step in my recommendations was for World of Wonder to start with what their current assets and start taking credit for what they do. These were things like the webpage and the WOWPresents Plus streaming app. For example, when users visit worldofwonder.net there is little to be found about the brand itself. Instead of a traditional home page the visitor is sent to the company blog, The Wow Report. I suggested making their homepage more linked to the World of Wonder brand with more intuitive for users to understand their offerings. 

Current Website

Updated Website

Build a community.

 

After there is more awareness of who World of Wonder is, the next step I recommended was to build a community around the brand to increase engagement. They have already been successful bringing people together through RuPaul's Drag Race, but need to do the same for themselves. I suggested a partnership with NYX Cosmetics to create an eye makeup palette. The NYX brand values align perfectly with World of Wonder and would be a great way to attract a bigger audience. I suggested a pop-up event where guest would have their makeup done by professional makeup artists to launch the branded palette. This would be a great way to live out their brand values but also highlight the content they are making (ex: Transformations with James St. James*). 

*Transformations is a content series where James St. James gets his makeup done by different makeup artist each week. 

Expand the brand's footprint.

 

My last recommendation was to continue to create more stories outside of the drag world that relates back to their core purpose. 

Tell their story through a World of Wonder documentary.

Create documentaries of people who share their mission.