Duane Reade has kicked off a holiday photo contest on Facebook to boost awareness of its store-brand hosiery products.


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Duane Reade leverages social media for hosiery promo

December 17th, 2013

NEW YORK – Duane Reade has kicked off a holiday photo contest on Facebook to boost awareness of its store-brand hosiery products.

The metropolitan New York drug chain said Monday that its "Show Us Your Party Legs" contest, which runs until Jan. 4, is an omnichannel, social media marketing campaign that will allow customers to incorporate holiday legwear shopping while connecting with the brand on digital, social media and in-store platforms.

Customers enter the contest on the Duane Reade Facebook page and upload an original photo of themselves wearing holiday/party attire and Duane Reade-brand hosiery product or holding a piece of paper with the words "Duane Reade Brand Hosiery" pictured in the photo. Three grand prize winners will each receive a Broadway.com gift card ($500 retail value), a Mr. Chows gift card ($500 retail value), a limousine ride ($250 retail value) and a
$250 Duane Reade gift card.

Duane Reade's store brand hosiery is made by Doris International, which the retailer said also manufactures the same products for Victoria's Secret, Michael Kors and other brands.

"The 'Show Us Your Party Legs' Facebook photo contest is such an exciting way for our customers to incorporate holiday season shopping and their ultimate holiday party experience," Calvin Peters, online and public relations manager at Duane Reade, said in a statement. "We're thrilled to be working with Doris International and their versatile products in a way which lets consumers connect with Duane Reade on strategic digital, social media and in-store platforms. By promoting the affordability and quality of Duane Reade hosiery and the ubiquitous nature of Duane Reade stores across New York City via photo intensive CGM generation, we help our busy patrons find convenient legwear options through content they trust." 

Duane Reade noted that its previous social media effort for its hosiery brand, a Halloween promotion dubbed "Boo-ti-ful Legs-#DRLegCandy," produced strong "social ROI." During the Oct. 13 to Nov. 3 campaign, the drug chain tallied 5,246 mentions on blogs, Facebook, Twitter and news sites; social syndication of 157.4 million impressions; and 206,407 blog/page views 206,407. Duane Reade brand sales for the week of Oct. 27 to Nov. 2 surged 137%, the retailer said, and were up 22% for the four weeks ended Nov. 2.

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