Hanes Hosiery CheersForSheers Event
To increase awareness of Hanes Hosiery’s features and raise the brand’s social voice, CRC created a call-to-action for NYC influencers. On the 75th anniversary of the nylon stocking, we launched the LEGSIE - the NEW Selfie - exclusively for legs to kick off legwear season at the posh Penthouse of the SOHO Mondrian Hotel, for the CheersForSheers Soiree, which elevated the brand to sky scraping heights.
Strategies
- Make wearing and socially sharing legwear looks fun, fashionable and light-hearted by owning and launching the LEGSIE
- Enlist editors, fashion trendsetters and media personalities to be the first social influencers to take and post official LEGSIEs, taken in a custom LEGSIE photo booth introduced at the CheersForSheers Soiree
Key Tactics
- Created the hashtag#CheersForSheers and leveraged the hashtag LEGSIE to give legwear looks a dedicated social sharing space to own; similar to selfie and LOTD (look of the day)
- Associated Hanes Hosiery legwear with social media sharing by aligning the brand with style ambassadors and social influencers; Michelle Madonna (35k followers) and Samantha Lim (17K followers)
- Entertained and enticed soiree attendees with HosieryHunk and celebrity DJ Brendan Fallis
- Gifted attendees with the new Hanes Hosiery Fall 2014 collection so the influencers could continue their social sharing after the soiree
Hanes Hosiery CheersForSheers Event
Results From The Event
- 5,972 likes from more than 70 Instagram posts
- 56 tweets, 48 rewteets, 63 favorites
- 15 likes from more than 10 Facebook posts
- More than 15,000 media impressions generated during the 3 hours at the soiree
