Customer story: True Religion Brand Jeans' 2011 Social Media Campaign

The campaign began with a pre-marketing strategy to create a ‘buzz’ around True Religion Brand Jeans and their upcoming contest. Participants were incentivized to pre-register to be entered to win a $500 True Religion gift card. A polling app was integrated asking fans "Where are you most likely to be seen in your True Religion Brand Jeans?". Participants were offered 4 possible answers and the opportunity to post the results to their profile. People want to share content which says something about themselves and who they are. This poll was designed to provide fans with content they would be excited to share on their wall.

The main campaign was divided into the submission phase and voting phase. In the 4 week long submission phase, fans took part by visiting True Religion's Facebook fanpage and uploading a photo of the best place their jeans have taken them. 3 Tier Logic's Content Management System was used to ensure the photos and stories were appropriate before they were published to the custom "True Fit" tab for the public to view. At the end of the submission phase True Relgion representatives narrowed down the entries to 25 male and 25 female finalists.

In the currently live voting phase, fans are being encouraged to return to the True Fit app and choose their favourite entries via the Voting module. A library of strategic posts and tweets, and daily Facebook ads are being implemented to support the contest. The winners will be claiming the grand prize of a year’s supply of True Religion Brand Jeans.

This application was designed drive the Facebook fan base, increase fan interaction and engagement through Facebook, capture Fan customer profiles and track useage for reporting for success metrics.

Vote for your favourite guy and girl here