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.
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.