Miss World Finland 2026 was relaunchedafter several years of inactivity as a hybrid cultural media event combining apremium Gala Dinner, first-ever livestream, online ticketing, andcontestant-led influence. Operating in a highly connected market (98% internetpenetration in Finland), the campaign used a digital-first strategy acrossMeta, Google, and #InfluencerBioPages to rapidly restore national awareness,rebuild legitimacy, and test a new hybrid business model.
Over a 17-day relaunch campaign period(5–21 November 2025), the campaign generated 4.53M impressions, 1.94M uniquereach (≈34% of the population), and 31,788 clicks at highly efficient costs(CPM $0.55, CPC $0.08). Retargeting produced 28,797 high-intent clicks, 61,050ticket payment-page views, and 53 distributed tickets (16 paid, 37sponsor-funded), while sponsorships totaled $50,000 in value. Despite 0–2°Cweather, the Gala achieved full attendance and strong qualitative feedback onexperience, inclusivity, and cultural relevance.
Findings indicate that combiningperformance marketing, distributed influencer activation, and a hybrid eventformat can successfully revive a dormant national franchise, validate sponsorconfidence, and build a repeatable go-to-market system. The case highlights thecentral role of retargeting, contestant-led micro-influence, and sponsorship asboth revenue and legitimacy signals, offering a transferable model for culturalbrands in small, high-penetration digital markets.
