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OMMA Awards Recognize Conversation for Best Integrated Online Campaign

Agency earns award for work on dressbarn’s 2011-2012 campaign

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NEW YORK, Oct. 5, 2012 /PRNewswire/ – Conversation has been named winner of the Best Integrated Online Campaign in Retail at this year’s OMMA awards. The award recognizes the agency’s work with dressbarn during Fall 2011 and Spring 2012. The campaign involved several key integrated components, including QR codes, social media and charitable contributions.

“When we kicked off this campaign in September 2011 our biggest goal was to go beyond simply engaging consumers with product-related content,” said Kristen Link, Director of Client Services at Conversation. “We did this by connecting with them on an emotional level through various channels. By doing this, we were able to retain the interest of current consumers while attracting new ones with key messaging.”

Breast cancer awareness, holiday festivities and Mother’s Day were among the subjects Conversation and dressbarn used to identify with the retailer’s base. October’s breast cancer awareness campaign, the “PINK Pledge,” led to over 6,500 women vowing to live a healthy lifestyle through street team interviews, the utilization of tablets and a website. “Share Your (MOM)ent,” a site that encouraged users to enter stories about the motherly figures in their lives, received 942 total entries over an 18-day period. During this time, the brand’s Facebook fan base concurrently increased by over 500,000 “likes” (from 150,000 to over 650,000) in just six months.

This was the second notable award given to Conversation for their work on these campaigns. “Share Your (MOM)ent” won a silver award for the Fashion Website category at this year’s W3 Awards. Over the past three months, Conversation has also received two Communicator Awards, two Webby Awards and was named to Inc. Magazine‘s 500/5000 List of “Fastest-Growing Private Companies in America.”

“Working with dressbarn has been, and continues to be, a pleasure,” said Frank O’Brien, Founder of Conversation. “As our partnership moves forward, I have no doubt that we will continue to produce innovative and award-winning material.”

About dressbarn

dressbarn is a leading, national women’s specialty apparel retailer offering quality casual, career and special occasion fashion apparel for fashion conscious women. Over 800+ dressbarn stores carry styles in sizes 4 to 24, as well as shoes and accessories. dressbarn is a subsidiary of Ascena Retail Group Inc. For more information, please visit

About Conversation

Conversation embodies the best components of traditional, new and emerging agencies. The agency is defined by its ability to evolve and always view campaigns with a creative eye. Conversation provides clients with custom solutions – everything from strategy and creative to development and execution. They boast a strong client list, which includes dressbarn, Hearst Communications, L’Oreal and SVEDKA.

For more information, please contact:
Frank Riolo, Manager, Corporate Communications
Conversation, LLC


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