News

Duane Reade launches 'Boo-tiful Legs' social media campaign

October 15, 2013

Duane Reade, New York's largest drugstore chain, has announced a three-week, omnichannel social media marketing campaign to raise awareness of Duane Reade brand hosiery produced by Doris International, according to a news release from the retailer.

The "Boo-tiful Legs" campaign will "introduce and help New Yorkers find the perfect legwear for a multitude of events in time for the winter season" by calling for contest entrants to share photos wearing Duane Reade hosiery with their Halloween costumes. Fans can share the photos on the retailer's Facebook page through Nov. 3.

"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 and digital communications manager for 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."

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