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Miss America 2.0

Miss America 2.0 | Miss America Organization | 扬罗必凯 | Y&R
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 专业与公共服务
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for PR?

On June 5, Miss America announced on Good Morning America that the organization was getting rid of its most identifiable symbol: the swimsuit.

The following controversy spanned the globe, with coverage in every major publication from the New York Times to the Guardian. As we reimagined the entire organization, PR strategy drove the pivotal moment for the brand turnaround by combining the right spokesperson, channel, amplification, #byebyebikini hashtag and GIF. Ultimately, we netted $22 million in earned media -- and turned Miss America from the brand that no one cared about, to the brand that everyone cared about.

Background

We know what you’re thinking. Pageants are sexist at worst; outdated at best. We had the same reaction when deciding whether Miss America was worth transforming.

But we quickly realized we didn’t know as much as we thought.

Unbeknownst to almost everyone, Miss America is a nonprofit. It’s one of the country’s largest organizations dedicated to providing scholarships to women, and a leading advocate for women’s education. Alumni include numerous congresswomen, Harvard graduates, and doctors.

What began as a brave act in 1921 -- women bucking societal expectations by publicly and competitively donning swimsuits – morphed into a symbol of objectification. Miss America was becoming an irrelevant brand. And that symbolic swimsuit eclipsed its original purpose: providing educational and career opportunities to smart, badass women.

We needed to redefine Miss America’s place in culture by de-pageanting the pageant, rebranding the entire organization to dramatically increase the brand’s relevance. Quickly.

Describe the creative idea (20% of vote)

Miss America’s purpose was dwarfed by its most controversial symbol -- the bikini. Through research and cultural analysis, we found that the swimsuit competition was a key part of the brand’s plummeting relevance. It was also a barrier to reaching its target audiences: brand partners and young women. In the era of #TimesUp and #MeToo, the swimsuit competition was tone deaf.

If the swimsuit symbolized everything that Miss America had become in the public consciousness, getting rid of it symbolized everything that Miss America wanted to be.

So we said goodbye to the bikinis, making headlines in every major news publication and sparking conversation around the world.

Liberated from its beauty-focused components, the competition’s structure changed completely, instead highlighting candidates’ achievements and platforms. It refocused the organization on its core values of women’s empowerment, leadership and scholarship, and paved the way for Miss America 2.0.

Describe the PR strategy (30% of vote)

Overall Strategy:
Launch the Miss America 2.0 rebrand and shift public perception by getting rid of the brand’s most prominent symbol – the bikini.

Lean into the controversial nature of what the bikini symbolized to invite discussion and attention, ultimately propelling a rebrand into a worldwide conversation.

Differentiate the brand from other pageants, namely Miss USA, that do judge candidates solely on appearance.

Amplify across verticals to reach target audiences.


Launch moment: Announced #byebyebikini on Good Morning America with Gretchen Carlson as spokesperson, leveraging her gravitas and influence as a journalist and #MeToo advocate following her lawsuit and ultimate ousting of Fox’s Roger Ailes, one of the world’s most powerful media moguls.


Assets: Created the #byebyebikini hashtag and GIF, revamped website, outdoor, “Miss Conceptions” campaign films.


Messaging: Tied messaging to hot button conversations about the objectification of women, and how brands enable or stand against it.

Describe the PR execution (20% of vote)

April 2018 - Determined strategy, launch moment and rollout (see above)

April - Secured Cannes Lions main stage speaking slot for Y&R and Miss America as a platform for discussing the upcoming rebrand. Placed MAO in front of potential brand partners.

5/17 - Announced first all-female leadership team, laying the foundation for a new era for the organization.

5/24 - Announced 2018 competition date + ABC partnership.

6/5 - Gretchen Carlson announced on GMA that Miss America would no longer judge on appearances.
GMA highlights hashtag and GIF

June - Scaled outreach to target audiences:
Miss America viewers: Broadcast, business outlets
Young women: Lifestyle, broadcast outlets
Potential brand partners: Marketing, business outlets
Announced the agency's relationship with MAO simultaneously

8/24 - “Miss Conceptions” creative campaign launch; coverage across marketing trades

9/9 - Miss America 2.0 competition

SCALE: 7.5 billion impressions, 5K news stories, $22 million earned ad value

List the results (30% of vote) – must include at least two of the following tiers:

Through earned media, the #byebyebikini announcement created a media maelstrom, trending No. 1 on Twitter with over 3.75 billion impressions in less than 48 hours. The numbers grew to a total of 7.5 billion impressions, almost 5,000 news stories and nearly 480,000 organic shares of digital stories with a total earned advertising value of more than $22 million. Coverage spanned broadcast, print, and online, and was featured in nearly every top-tier press outlet in the U.S. and Europe. Press coverage in lifestyle and broadcast verticals reached the target audience of young women. Additionally, press in high level business and marketing publications reached the target audience of potential brand sponsors and partners. From the time of the announcement to the Miss America Live Broadcast, positive sentiment increased by 131 percent helping to position Miss America at the center of culture with a bold, promising path forward.
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戛纳国际创意节 2019
铜奖 公关活动
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