dressbarn – To Mom With Love
The Creative team created the concepts, designed and executed dressbarn’s “To Mom With Love” campaign, with the goal of showcasing dressbarn’s commitment to women and charitable causes. The Creative department produced “Share Your (MOM)ent,” a multi-platform site – web, Facebook and mobile – where users could upload their (MOM)ent (a photo, video, or written memory of anyone who has ever given them a warm and fuzzy “mom-like” feeling) and vote on what they thought was the best one and share their own posting with others via social networks. Users had the opportunity to win a spa day for two by receiving the most votes. From a charitable standpoint, one dollar was donated to underprivileged children in selected neighborhoods to purchase Mother’s Day gifts with dressbarn gift cards for every (MOM)ent shared. A public relations outreach was instituted in designated markets to focus on the emotional aspect of the campaign. Share Your (MOM)ent was part of a series of dressbarn campaigns, which was named the winner of the Best Integrated Online Campaign in the Retail category at the 2012 OMMA Awards ceremony. The campaign also received the Silver Award by the W3 Awards in the website category.
popchips – year of pop
In 2007, Keith Belling and Patrick Turpin founded popchips, a brand of chip-like potato products. Upon winning the popchips account on AMC’s unscripted series The Pitch, Conversation was tasked with creating a unique platform to engage the product’s brand loyalists on all things popchips – inspiring and encouraging them to share their experiences and love for the brand. After extensive strategy, design and development, Conversation rolled out the “year of pop.” The Creative department developed a microsite that aggregated user-generated and branded content across popular social platforms including Facebook, Twitter, YouTube, Pinterest, and Instagram, whenever popchips was mentioned. Conversation then rewarded these fans for sharing with savings and free samples. Finally, the agency leveraged the brand’s appearance on The Pitch to generate more buzz for the “year of pop” campaign.
BBB – Gift of Trust
The Metro New York Better Business Bureau’s “Gift of Trust” public service announcement aired nationally during programming the likes of Live! With Kelly & Michael and on Oprah’s TV Network, OWN. The radio spot was featured on several prominent stations, including WCBS-FM, 1010WINS and WFAN. It encouraged viewers and listeners to use the BBB’s free, accredited charity information services at ny.give.org so they could feel confident about donating to their chosen charities. The PSA received an Honorable Mention by the AVA Awards.
Fun Around the Office
In their spare time, the Creative team is known for whipping up employee-generated videos. Orchestrating a series of dances and songs, the team Creative directed and filmed projects such as “Convo Beats” and “Just a Buddy,” inspired by the friendships in the office and Conversation’s company culture.