9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Miss USA: #FindingMiss52 Campaign

Entered in Integrated Campaign, Multi-Platform Campaign

Objective

Our objectives were two-fold: 1) raise social media awareness for Miss Universe dress sponsor, Sherri Hill, and 2) promote viewership of the 2016 Miss USA Competition on FOX and tap into a broader audience base.

Strategy

We created #FindingMiss52, a nationwide search across multiple social platforms for a 52nd contestant to join the 2016 MISS USA® competition, which was broadcasted Sunday, June 5th on FOX. Women were invited to submit photos and videos of themselves on social media saying why they should participate as the 52ndcontestant for Miss USA. Via our website, fans then voted on a set of finalists, chosen for their originality/creativity, personality and Skype interview.


Results

At the end of the voting window, the experience received over 100K votes. On social media we generated over 16 million impressions and over 500K engagements. The winner, Alexandra Miller from Oklahoma, made her debut during the 2016 Miss USA Competition on FOX on June, 5, 2016.

Media

Video for Miss USA: #FindingMiss52 Campaign

Produced by

WME IMG, Miss Universe Organization

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Vine and the rest of the social web.

The 9th Annual Shorty Awards will be held April 23, 2017 in NYC and streamed to the public.