After defining her brand and recognizing the Miss Universe Indonesia 2015 brand DNA, we explored ideas to effectively communicate her brand and gain support for her participation in the Miss Universe competition. As a starting point, we position her by launching an online campaign called #Anindonesian and #Aninspiration. These are to highlight her love and commitment for the country and how she loves to inspire others through her thoughtful actions, contribution to societal development, and involvement in young people's development.
Despite facing criticism, we successfully garnered a 50% increase, or precisely 50,000+ followers, in her Instagram organic followers in just one week. Moreover, after the Miss Universe contestation finished, she gained the audience's respect for being the most distinguished pageant queen ever. We effectively transformed the public perception of her from that of a stiff robot to an inspiring Indonesian woman who embodies the beauty of courage.
