Duane Reade To Promote Private Brand With “Show Us Some Leg” Facebook Campaign

Walgreens owned, NYC-based drugstore Duane Reade has announced a seven-week social media campaign to raise awareness of Duane Reade Private Brand hosiery products—produced by Doris Hosiery Mills. The campaign will help New Yorkers find the perfect legwear for a multitude of events in time for the winter season.  The “Show Us Some Leg” contest, calls for entrants to upload their original photos wearing Duane Reade Private Brand hosiery via a Duane Reade Facebook page application, began at midnight on Sunday, November 18th and will run through Monday, January 7, 2013.Customer may enter the contest by visiting www.facebook.com/duanereade and clicking on the “Duane Reade Show Us Some Leg Contest” app.

“The ‘Show Us Some Leg’ Facebook campaign allows New Yorkers to engage with Duane Reade on strategic digital, social media and in-store platforms,” says Calvin Peters, Online/Public Relations Manager of Duane Reade. “By promoting the affordability and quality of Duane Reade legwear and the ubiquitous nature of Duane Reade stores, we are helping busy New Yorkers find the right legwear option for all occasions.  The quality is without question, working with Doris Hosiery Mills which produces the hosiery for leading fashion brands, reinforces the trendsetting appeal and the incredible value these products represent.”

Initiatives to create and foster interest along with participation in the contest are integrated using multiple digital marketing platforms, including: a dynamic promotional video featuring celebrity blogger, Jess Zaino, of Cheap Chic Shopping Tours, that will run on the Duane Reade website, Facebook page and YouTube TV channel; Twitter parties; vlog posts by Duane Reade VIP bloggers; the publishing of photos submitted by entrants on Pinterest, Foursquare, Twitter and other social media sites; in-store signage, in-store radio announcements and POS flyers in Duane Reade stores.

During the first six weeks of the competition, celebrity judge Zaino will select a weekly winner.  Winners will be chosen based on their photo submissions on Facebook. Each week will introduce a different occasion for entrants to wear Duane Reade legwear, including:  Out on the Town; Date Night; Working Girl; Girls’ Night Out; Layer Your Look and Holiday Party. Judging criteria will include enthusiasm, pose originality, public appeal, the alignment of the photo with the weekly theme, and Duane Reade “brand spirit.”

Each individual entrant will be restricted to a single submission per week, and each week there will be 3 winners (18 weekly winners in total), with a 1st prize of an iPod Touch, a 2nd prize of $200 worth of Duane Reade gift cards and a 3rd prize of $100 worth of Duane Reade hosiery products. The winner of the Grand Prize for the best overall photo will be chosen by public vote on the Duane Reade Facebook page. The GPW will receive an Apple iPad, $200 worth of Duane Reade gift cards and $100 worth of Duane Reade™ hosiery products.

Duane Reade Private Brand hosiery products include socks, tights, sheer hosiery, toe covers, foot covers, knee highs and leggings; offered in classic and fashion colors in the very affordable $3.99 to $14.99 retail price range – perfect for every occasion and wearer, from boardroom to boardwalk, from casual to chic to formal.  From a fashion standpoint, there are tights with various textures, back seams and Lurex, in addition to solid classic styles for $7.99 and $8.99; the increasingly popular ultra-sheer style retails for $6.99. The Microfiber legging has been a consistent best seller and is ideal for all wardrobes and favorably retailing at $14.99.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.