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Dressbarn leverages social media for Mother’s Day campaign

Women’s clothing retailer the dressbarn partnered with digital advertising agency Conversation LLC to launch on May 4 “Share Your (MOM)ent,” a national Mother’s Day campaign enticing customers to interact with the brand using social media, said Dressbarn’s senior manager of marketing at the company Donna Baccollo.

The campaign also includes a microsite where customers are encouraged to share text, images, and videos of maternal figures in their lives, link to Facebook and Twitter and vote on their favorite entries. Out of 50 entries voted most popular by customers, 10 will be selected by dressbarn judges to receive a spa day for two. 

“Ultimately, although Mother’s Day is just one day of the year, special mom moments happen throughout a lifetime,” Baccollo said. “We’re working to make it possible for families to recognize the sacrifices moms make at home.”

Each time a new “(MOM)ent” is shared, dressbarn will contribute a dollar — up to $60,000 — to help needy children buy a Mother’s Day present for their mothers in a Dressbarn location. The Dressbarn will work with local organizations like Big Brothers, Big Sisters and the Police Athletic League (PAL) to find these young candidates.

The campaign is a new spin on the company’s yearly Mother’s Day promotion.  Their past social media campaigns have included the Pink Pledge in October 2011, which featured a microsite to support breast cancer awareness.

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