Hanes Hosiery Cheers for Sheers Soireee - Launch of the LEGSIE

Hanes Hosiery CheersForSheers Event
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
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

CRC