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Duane Reade Delivers Social ROI With Facebook Contest


Duane Reade
has launched the “Show Us Your Party Legs” Facebook photo contest, a three-week-long omnichannel marketing campaign that aims to increase social brand awareness of the company’s hosiery products with customer-created content.

The contest lets consumers connect with Duane Reade on strategic digital, social media and in-store platforms, according to Calvin Peters, Online and PR manager at Duane Reade.

This type of promotion has delivered significant results for Duane Reade as recently as Halloween 2013. In a similar campaign, the retailer reported a 137% sales lift during the first week of the “Boo-ti-ful Legs-#DRLegCandy” campaign, according to the company. The #DRLEGCANDY promotion also generated 5,246 mentions on Facebook, Twitter and news sites, and more than 206,000 blog/page views.

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“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 consumer-generated media generation, we help our busy patrons find convenient legwear options through content they trust,” said Peters in a press statement.

Three grand-prize winners each will receive:

  • A $500 Broadway.com gift card;
  • A $500 Mr. Chow gift card;
  • A limousine ride valued at $250; and
  • A $250 Duane Reade gift card.
     

Shoppers can enter the contest by clicking on the “Duane Reade Put on your Party Legs Sweepstakes” tab via the Duane Reade Facebook page at: www.facebook.com/duanereade.

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