Our goal was to position the pageant not simply as a beauty contest but as a platform of advocacy,
empowerment, and lasting impact. We focused on curating a narrative that helped potential
contestants understand the deeper values of the pageant — what it stands for, what it advocates, and
whether it offers a transformative journey beyond the crown. This meant designing communication that
spoke to both aspiring models and women who may have missed opportunities in the past, ensuring
inclusivity across different categories.

 

A key challenge we faced was skepticism around entry fees, given that Prime Matrix SA was a new
pageant model. To overcome this, we made a strategic decision to waive entry fees in August, in
celebration of women’s month, which not only increased trust but also drove significant engagement.

 

Even after entries closed, interest continued to grow, proving that the positioning resonated strongly
with the target audience. Ultimately, our work highlighted the distinction between a business and a
brand: a business focuses on transactions, while a brand builds identity, meaning, and emotional
connection. By emphasizing advocacy, authenticity, and empowerment, Prime Matrix SA evolved into a
brand that contestants and audiences could believe in and rally behind.