Pretty Polly campaign scouts leg model via Facebook page

Share this content:
Pretty Polly’s leg contest prompts women to post photos of their legs on Facebook
Pretty Polly’s leg contest prompts women to post photos of their legs on Facebook

The Offer: London-based hosiery company Pretty Polly is giving UK-based women the chance to become the company's brand ambassador for 2011, while also scoring a one-year modeling contract with Leni's Model Management, £1,000 worth of fashion label River Island vouchers and a year's worth of free tights. The "Legs 11" campaign, which began in mid-February and runs through June, lets entrants upload photos of their legs to Facebook, where visitors can vote on each one.


The Data: A Pretty Polly panel including fashion designer Henry Holland will pick a winner from the 11 most voted-on pictures uploaded after the contest is over.


The Channel: Digital and outdoor advertising created by independent advertising agency Beattie McGuinness Bungay (BMB) drives users online to learn more about the contest. 


The Creative: The video features interviews with Pretty Polly and gives a behind the scenes look at the photo shoot that produced digital and print collateral.


The Verdict

Bob Klein is chief strategy officer at Blue Chip Marketing Worldwide, working across the company's healthcare, retail and brand divisions. He has held senior positions at DDB Worldwide and Cramer-Krasselt. Learn more about him in a Q&A.

Now I understand why most companies bother with Facebook brand pages. I stopped after about 100 votes for the Legs 11 model. As soon as I'm done writing this, I'm going back to vote some more. 


Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above