Diamond Public Relations conceptualized an Instagram contest on behalf of hotel client, Hedonism II in Negril, Jamaica, to create awareness of the hotel's Instagram (@HedonismJamaica), engage followers and fans, and promote the clothing-optional resort as a place where guests can freely let go of their inhibitions and partake in nude recreation.
Additionally, agency sought to capitalize on the growing "nakation" (naked vacation) trend and tap into a market of consumers who either enjoy being naked, are curious about naked vacation experiences, or may be intrigued but hesitant about the idea.
Agency also aimed to promote nakedness as a fun, freeing, experience where people of all shapes and sizes can express themselves in a judgement-free, environment, which is Hedonism II's overall messaging.
The contest was launched during National Nude Week, July 6-12, 2015, to garner the most attention and align with a "nudity" theme.
To enter the contest, Instagram users were asked to upload photos of themselves doing something they would rather be doing while naked, while tagging the @hedonismjamaica handle to drive attention to the channel.
Agency incorporated the hashtag, #RatherBeNaked, for tracking contest submissions and to create a community among contest entrants.
A complimentary trip for two to the resort was offered as an incentive for users to participate in the contest. A winner was randomly selected from the entrants on National Nude Day, July 14th.
The contest received 92 entries and successfully generated over 97K impressions for the #RatherBeNaked hashtag, 2,267 total likes on all photo entries, and 209 total comments during its 7-day timespan.
The hotel's Instagram account also saw a significant spike in followers as a result of the contest. The account received a total of 144 new followers during the 7-day contest period, which is 51% more than an average 7-day timespan.
Agency accomplished its goal of getting Instagram followers (old and new) to post photos of themselves doing everything from normal, every day chores, to extreme sports, and beyond, as well as getting people talking about nude travel and positioning Hedonism II as the choice destination for clothing-optional experiences.
