Duane Reade Touts Hosiery for Halloween

New York — Duane Reade built on the success of its 2012 social-media based “Show Us Some Leg” campaign promoting private-label hosiery to stage its first adult-targeted Halloween photo contest in 2013.Working again with hosiery vendor Doris International, the regional drugstore chain owned by Walgreens presented an omnichannel “Boo-tiful Legs” contest this year. Consumers uploaded photos of themselves in costume, incorporating Duane Reade hosiery, to a Facebook page. Entrants with the most “Likes” were eligible for prizes such as an Apple iPad mini or an iPhone 5s. The grand-prize winner, selected by celebrity judge Mandi Line, costume designer for the TV show “Pretty Little Liars,” won a spa weekend in New York.Calvin Peters, PR and digital communications manager at Duane Reade, cited a National Retail Federation survey that claimed total spending around Halloween would reach nearly $7 billion in 2013, with the average consumer spending nearly $75. “We understand the high quality and style options available within the Duane Reade hosiery product mix,” he says. “Adding the finishing touch to one’s Halloween costume is a natural fit for the many fashion-forward styles we have available.”The campaign’s digital elements included the Facebook contest page; promoted posts on Facebook; promoted tweets on Twitter; Instagram and Pinterest photo syndication; a QR code that went to a mobile landing page; a carousel ad on DuaneReade.com that linked to the contest entry page; syndication via Mandi Line’s Twitter, email blasts and the retailer’s VIP blogger team. All elements utilized a #DRLegCandy hashtag.Peters says the contest also integrated into its internal “Get Social” initiative that began in February 2012. That platform is designed to help Duane Reade own the digital conversation and outreach. It includes the Duane Reade blogger team, a QR code mobile landing page (DRWeeklyDeal.com), and digital and social programs for vendors.All in-store signage, flyers and retail radio around the “Boo-tiful” campaign incorporated the hashtag. Signage leveraged compelling imagery such as a woman with eight legs like a spider, each in DR hosiery.An Oct. 16 “Twitter Party” resulted in more than 3,000 tweets on the campaign, including nearly 2,000 original tweets and more than 1,000 re-tweets. Peters says a Twitter party is a one-hour online event with 150 to 200 “influencers” taking part in a conversation about a brand or DR initiative. The “Boo-tiful” Twitter party helped garner 40 million impressions in one day.Duane Reade worked with Collective Bias, Bentonville, Ark., on the social and graphic execution; and 5WPR, New York, on integrated PR outreach.

Duane Reade Touts Hosiery for Halloween

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment