A Nationwide Campaign for Beauty, Talent, and Empowerment
Driving Social Media Engagement and Awareness for India’s Premier Beauty Pageant
About the Campaign
This campaign was executed for one of India’s most prestigious beauty pageants, which aimed to empower young women by showcasing their talent and beauty on a global stage. The focus was to generate excitement, drive participation, and amplify social media engagement throughout the campaign.
Objective
Goals:
Establish an umbrella hashtag and a unified digital presence across all platforms.
Engage audiences with behind-the-scenes content, city-wise event coverage, and winner stories.
Build excitement around the finale with social media trends, celebrity presence, and creative posts.
Challenges:
Sustaining audience interest across a long campaign duration (May 2018 to August 2019).
Capturing the essence of multiple cities and regional diversity in a cohesive digital strategy.
Balancing the glamour of the pageant with authentic and meaningful storytelling.
Our Approach
Hashtag Creation and Management:
Established the official hashtag #ThisIsMissDiva to unify all campaign communications.
Content Production:
Created and published video capsules for each city (e.g., Mumbai, Delhi, Chennai, Goa).
Featured celebrity involvement (e.g., Shahid Kapoor, Urvashi Rautela) to amplify excitement.
Highlighted contestants’ journeys, auditions, and sponsor activities.
Social Media Hygiene and Engagement:
Maintained regulated posting schedules with a focus on Facebook, Instagram, and Twitter.
Posted audition announcements, event updates, and finalist reveals to keep the audience engaged.
Influencer and Celebrity Collaboration:
Partnered with past titleholders, celebrities, and influencers to promote the campaign.
Leveraged moments like Shahid Kapoor’s presence and reigning divas to maximize reach.
Results
Social Media Impact:
Reach and Impressions:
Mumbai Capsule Video: Reached 6,007,560 users.
Delhi Capsule Video: Reached 4,428,570 users.
Chennai Capsule Video: Reached 3,646,212 users.
City Highlights:
#MissDivaInChennai: Reached 7,334,452 users, aided by Yamaha Fascino’s shares and reigning divas' involvement.
#MissDivaInDelhi: Reached 1,036,685 users, driven by diverse content during a longer event duration.
Overall Social Media Engagement:
Achieved record engagement with 33,464 new followers during the campaign period.
Platform-Specific Insights:
Facebook: Best platform for reach.
Instagram: Best platform for engagement.
Twitter: Highest number of published posts, ensuring consistent visibility.
Notable Achievements:
Video featuring Shahid Kapoor achieved 6,007,560 views, becoming the top-performing video.Yamaha Fascino’s partnership amplified city capsule videos significantly, creating a strong brand association.Posts featuring past divas and Miss Universe titleholders saw the highest audience interactions.
Key Learnings
Visual Storytelling Works: Engaging video capsules showcasing city culture and celebrity appearances drove higher reach and engagement.
Leverage Partnerships:Collaborations with Yamaha Fascino, influencers, and celebrities added authenticity and increased visibility.
Consistency Builds Credibility: A regulated social media posting strategy with hashtags like #ThisIsMissDiva unified the campaign narrative.
Tailored Content Drives Results: Region-specific campaigns (e.g., Goa and Delhi capsules) resonated well with local audiences and performed better.