NEW YORK — In an effort to raise awareness of its Duane Reade brand hosiery products, the pharmacy retailer has kicked off a three-week omnichannel social media marketing campaign dubbed “Boo-tiful Legs.”
The campaign will introduce and help New Yorkers find the perfect legwear for a multitude of events in time for the winter season. The “Boo-tiful Legs” Halloween contest calls for entrants to upload their original photos wearing Duane Reade brand hosiery, which is produced by Doris International, with their Halloween costume via the Duane Reade Facebook page FanGate. The contest kicked off on Oct. 13 and runs through Nov. 3.
“The ‘Boo-tiful Legs’ Facebook campaign allows our customers to engage in a seamless journey, incorporating Halloween shopping ideation and their ultimate costume experience; all while connecting with Duane Reade on strategic digital, social media and in-store platforms in a relevant and fun way,” stated Calvin Peters, PR and digital communications manager for Duane Reade. “By promoting the affordability and quality of Duane Reade hosiery and the ubiquitous nature of Duane Reade stores across New York City, we are helping our busy patrons find convenient legwear options that are perfect for any and all occasions. The quality is without question; working with Doris International, which produces hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent.”
Initiatives to create and foster interest along with engagement in the contest are integrated using multiple digital marketing platforms, including incorporating participation from Mandi Line, costume designer for ABC Family’s series “Pretty Little Liars,” via the contest hashtag #DRLegCandy content aggregation. The content will be prominent on the Duane Reade website, QR code mobile landing page, Facebook, Instagram and Pinterest channels; path-to-purchase posts and syndication by Duane Reade VIP bloggers; the publishing of photos submitted by entrants via the campaign hashtag #DRLegCandy; in-store signage, in-store radio announcements and POS flyers in all Duane Reade locations.
At the end of the three-week contest, users will select those entrants whom they thought best exemplified the spirit of the contest by “liking” those photos.
The grand prize winner for the best overall photo will be selected by the celebrity judge Line out of the 10 first-prize winners chosen by the public. The grand prize winner will receive a New York City spa experience consisting of two nights double-occupancy hotel stay at the W Hotel in Manhattan, a 75-minute Blissage massage for the winner and a guest, one “24 heaven” body treatment for the winner and a guest, one Fab Feet Pedicure for the winner and a guest and two dinners for the winner and a guest.
Duane Reade brand hosiery products include socks, tights, sheer hosiery, knee highs and leggings in classic and fashion colors in the $3.99 to $16.99 retail price range.