MISS UNIVERSE® is a global competition where women from over 90 countries take the stage to showcase their unique personalities, ambitions and cultures. The event ends in one woman’s life changing forever when she is crowned Miss Universe. The Miss Universe social and digital team developed content in the days leading up to the 2019 live competition with the goals to:
Increase Y-o-Y fan engagement and video views
Create authentic digital series to tell more stories about the women beyond what’s highlighted in the telecast
Create excitement and drive tune-in for the global telecast
The Miss Universe social team had only ten-days to introduce 90 women to the world. In that period, the organization produced engaging and authentic content to drive interest in the telecast, promote the individual stories of the contestants, and build connections with viewers across the globe. The team
Created dedicated digital series on YouTube, including Tell Me More, Go, The Look and Unlocked, that were cross-promoted on social channels to increase contestant exposure prior to telecast
Launched handles on new social platforms, including Community and TikTok to increase U.S.-based audience and promote the brand to Gen Z
Consistent Instagram Stories enhanced exclusive content to take fans along for the journey to the crown
Integrated digital series with iPhone-shot videos on Instagram that resulted in highest video views to-date within a two-week production period
During the telecast, the team continued its real-time posting across all platforms to continue driving fan engagement through
Leveraging high-followed influencers to widen viewership and promote inclusivity across the brand in the CHI Lounge Facebook Live. The commentary was promoted through LIVE clips highlighting empowering moments from the panel including Halima Aden, Patrick Starr, Hunter McGrady, and more.
Partnering with Snapchat to highlight telecast across its discovery page generating 1.3M+ unique views, 11.7M+ total views, and 21.5K+ subscribers
Creating a hub that featured telecast clips, top finalist graphics and backstage moments for the show’s most dedicated fan-base to get a behind-the-curtain glimpse into the show, with moments including:
Former Miss Universe Olivia Culpo prepping backstage before the Top 10 finalists are announced
Post-performance excitement with musical guest Ally Brooke
Contestants dancing away their jitters moments before the show begins
Post-show, we continued the hype surrounding our newly crowned Miss Universe, Zozibini Tunzi, from South Africa. This historic win generated global conversation across Twitter and Instagram, including public figures like Naomi Campbell, Oprah Winfrey, and Michelle Obama. As the world watched and newly-crowned Zozi Tunzi’s own platform grew by nearly 2M+ followers, the Miss Universe social team worked tirelessly, using a cross-platform approach to introduce Zozi to the world on its own channels.
Crowning Moment video published immediately after win garnered over 12M+ views across all platforms with a +32% engagement growth on Instagram since 2018
Iconic Official Portrait published across Instagram resulted in over 747K+ engagements alone seeing +25% growth since 2018, and was reposted by celebs from Tyra Banks to Naomi Campbell
Post-Show moments of authentic reactions with talent and contestants continue to garner high viewership and engagements, resulting in over 5M+ views across Twitter and Instagram.
Miss Universe totaled 860 posts (+56%) across all social channels resulting in 384M+ impressions, and 193.8M+ video views (+161%)
Dedicated hashtag #MissUniverse2019 garnered 5M+ mentions, equating to an estimate of a 22.3B+ reach during the ten-day production period
#MissUniverse2019 trended Worldwide during the live 3-hour telecast, totaling over 1.65M+ tweets
Dedicated digital series resulted in 56M+ impressions and 17M+ views
CHI Lounge Facebook Live tallied 3.4M+ impressions and 2.1M+ views
TikTok launch gained 213K+ followers, 12M+ video views, and 1.8M+ likes in a two-week span
Authentic Instagram stories resulted in impression growth of +85.7% over 2018
Integration of produced and iPhone-shot content resulted in 36M+ video views; +260% growth in comparison to 2018
