Duane Reade's 'Show Us Some Leg' campaign illustrates power of social media

Duane Reade experienced nearly a 20% boost in sales of its private label hosiery thanks to a seven-week social media campaign dubbed “Show Us Some Leg,” according to a published report.

The important takeaway here is that the success of this campaign speaks to the overall importance of engaging consumers beyond the walls of the bricks-and-mortar store.

As the story states, Duane Reade's VIP Blogger Team reportedly helped to create more than 10.9 million impressions by encouraging entrants to upload their original photos wearing Duane Reade-brand hosiery via a Duane Reade Facebook page application. That’s 10.9 million impressions that translated into a 20% boost in sales — pretty impressive.

The campaign results are in line with a study released late last year by LoyaltyOne, which found that social media engagement between a consumer and brand drives both immediate and long-term sales increases.

Furthermore, a separate study by RedPrairie, designed to help retailers and manufacturers better understand the shopping habits of Gen Y, found that “successful engagement with millennial consumers is about adding value to their shopping experience, and respecting both their privacy and their preferred methods of communication.”

The reality is that retailers and manufacturers must not underestimate the value of being multichannel and having the capability to connect with the consumer when they are not in the store.

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