Private Label Buyer

Duane Reade Promotes Store Brand Hosiery with "Boo-tiful Legs" Facebook Photo Campaign

October 18, 2013

Duane Reade is running a three week, omni-channel social media marketing campaign to raise awareness of Duane Reade brand hosiery products—produced by Doris International.

The "Boo-tiful Legs" campaign aims to help New Yorkers find the perfect legwear for a multitude of events in time for the winter season.  The "Boo-tiful Legs" Halloween contest, asks shoppers  to upload their original photos wearing Duane Reade brand hosiery with their Halloween costume, via a Duane Reade Facebook page FanGate, which began at midnight on October 13th and running through November 3rd, 2013.  At the end of the three week contest, users will select those entrants whom they thought best exemplifies the spirit of the contest by "liking" those photos. Voting will begin on November 4, 2013, and will end at on November 8, 2013. 

Each individual entrant will be restricted to a single submission throughout the contest period. Ten 1st prize winners will be chosen in total and prizes include an Apple iPad mini or iPhone 5s, five of each prize are available and will be randomly assigned to the winners.

The Grand Prize winner (GPW) for the best overall photo will be selected by the celebrity judge, Mandi Line, costume designer for ABC Family's hit series "Pretty Little Liars,"out of the ten 1st prize winners chosen by the public. The GPW will be chosen based on how well the entrant met a number of criteria through their photo submission on Facebook.  Judging criteria will include enthusiasm, pose originality, public appeal, Halloween spirit, and Duane Reade "brand spirit." The GPW will receive a New York City spa experience consisting of two nights double-occupancy hotel stay at the W Hotel in Manhattan, one 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, two dinners for the winner and a guest.

"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," said Calvin Peters, PR & digital communications manager of 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 in the contest are integrated using multiple digital marketing platforms, including incorporating participation from Mandi Line 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.

The general public and "Boo-tiful-Leg" contestants will be able to join the #DRLegCandy Twitter Party on October 16th at 9pm ET. Participants will engage in great conversation around easy costume-accessory options and how to put together a fun look while staying within a budget; including a chance to win up to $500 in VISA prizes.

The retailer launched the "Show Us Some Leg" contest last holiday season, also asking shoppers to upload photos to Facebook of them sporting the retailers store brand hoisery. 


Duane Reade brand hosiery products include socks, tights, sheer hosiery, knee highs and leggings; offered in classic and fashion colors in the very affordable $3.99 to $16.99 retail price range. From a fashion standpoint, there are tights with various textures, back seams and Lurex, in addition to solid classic styles and the increasingly popular ultra-sheer style. The Microfiber legging has been a consistent best seller and is ideal for all wardrobes.