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Released: dressbarn and Conversation Unveil New Web and Mobile Site for Mother’s Day

“Share Your (MOM)ent” allows consumers to share their favorite memory that honors moms and motherhood.

New York, NY – May 4, 2012 – dressbarn – a national women’s apparel retailer – has launched “Share your (MOM)ent,” a social and interactive campaign for Mother’s Day. The campaign’s integrated web and mobile site was designed and developed by Manhattan-based agency Conversation.

Consumers are encouraged to 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 are encouraged to share with others via social networks and a customizable e-card. Additionally, consumers can vote on (MOM)ents shared by others. 10 lucky winners will be selected from the top 50 entries with the most votes and will each receive a spa day for two.

Continuing dressbarn’s dedication to charitable causes, for every (MOM)ent shared, dressbarn will contribute one dollar (up to $60,000) to help underprivileged children buy a Mother’s Day gift for their moms. “We are working with organizations in over 125 national markets to help identify these children. They will be invited into a participating dressbarn store and will receive a $50 gift card to pick out something special for mom this Mother’s Day,” said Veronica Valladares, dressbarn Assistant Vice President, Marketing.

“The interactive aspect of the campaign will retain and engage the current dressbarn fanbase, as well as grow the fanbase by encouraging sharing through the social community,” says Frank O’Brien, Conversation’s Founder.

About dressbarn
dressbarn, a subsidiary of Ascena Retail Group Inc., is a leading national women’s specialty apparel retailer offering quality casual, career and special occasion fashions. dressbarn stores carry styles in sizes 4 to 24, as well as shoes and accessories. Today, dressbarn operates over 830 stores in 47 states. For store information and to shop online, visit

About Conversation, LLC
Conversation is a progressive, full-service advertising agency focused on leveraging emerging media with just the right amount of traditional focus. Conversation’s innovative style and expert team has earned several awards and is the topic of industry buzz. Conversation is quickly bridging the gap between idea and execution, helping companies realize highly strategic, creative and interactive campaigns at lightning-speed to meet the quickly changing media preferences of consumers. The Agency boasts a strong client list, which includes The Children’s Place, Hearst Communications, L’Oreal, the North Shore-LIJ and Nordstrom.


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