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Special Project

Special Project
From the 9th Annual Shorty Awards

Miss USA: #FindingMiss52 Campaign

Entered in Integrated Campaign, Multi-Platform Campaign


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 and Execution

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.


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.


Video for Miss USA: #FindingMiss52 Campaign

Entrant Company / Organization Name

WME IMG, Miss Universe Organization

Entry Credits