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Catalina is one of the oldest swimwear brands in American history, exclusively available at Walmart.  In 2012 the company became the official swimwear sponsor for the Miss America Pageant


Solution| Clout5 developed new social media platforms with fresh content that would speak to a younger consumer. The content included a month long social media campaign that promoted healthy eating and active lifestyles while driving traffic to the Walmart site for products.  Clout5 engaged all 53 State Title Holders to leverage Miss America’s large fan base by asking each contestant to provide healthy eating and exercise tips of their own, as they prepared to compete for the Miss America title.   We managed Catalina’s sponsorship activation during the pageant and handled all marketing, events, video and digital assets for social media content.  Overall, this generated high engagement within both Catalina and Miss America’s social media followers, as well as helped establish new ones.

The Objective | To launch a licensed swimwear collection, Miss America by Catalina, specifically for the Miss America pageant that would serve the younger female consumer at Walmart.

Need| Because the Catalina brand was popular among an older female audience, the company needed help in marketing its new licensed Miss America by Catalina collection to a much younger consumer at Walmart.