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OBJECTIVES:

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

To increase awareness of Hanes Hosiery’s features and raise the brand’s social voice, CRC created a call-to-action for NYC influencers. The NEW selfie - exclusively for Hanes 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.

STRATEGY / 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 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

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RESULTS:

5,972 likes from more than 70 Instagram posts

56 tweets, 48 rewteets, 63 favorites

15 likes from more than 10 Facebook posts

15,000+ media impressions generated during the 3-hour soiree

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