NUDIE JEANS CO

Background
To celebrate Nudie Jeans’ first organic jeans collection, a competition was created asking people to take creative Instagram photos around the concept of “100% organic”. The winners of the competition will travel to Italy and visit Nudie Jeans’ organic jeans production. Through the hashtag #nudiejeans100, over 900 entries have been received. 28 of these have been selected by a jury and now 8 winners will be voted on – who will go to Italy?

Mission
Web agency Weightpoint was commissioned to develop a Facebook app for the competition. Through a voting function, people can vote for the 28 entries. The entry with the most votes is automatically ranked at the top of a list.

Challenge
When it comes to app development on Facebook, part of the challenge is to ensure that Facebook’s own guidelines are followed and that the app is approved for publication. Another challenge was to make it easier for people to spread the word about the competition themselves.

Solution
To facilitate the viral effect, each vote is accompanied by a message: ‘Name’ voted for ‘IMAGE NAME’ in Nudie Jeans 100% Organic. By adding comments to the images, people can spread the word and interact with each other. People around the world can encourage their friends to go and vote for their particular entry.

Result
The result after two weeks was 1744 votes. This had the following effect on the Nudie Jeans Facebook page: the total weekly reach increased 100% and the weekly viral reach increased 166%.

Read the press mention in Dagens Media: http://www.dagensmedia.se/nyheter/kampanjer/article3637944