dressbarn’s “What’s Your Mom’s Claim to Fame?” – Building upon their Mother’s Day campaign from 2012, dressbarn once again encouraged consumers to share what makes their moms so special by submitting their personal stories on a “What’s Your Mom’s Claim to Fame?” microsite unique to the campaign. This year, site visitors could simply submit contact information on the microsite, immediately making them eligible for a chance to win a $1,000 dressbarn gift card and a personal style consultation with dressbarn style director Cate Sheehy. After entering their information, consumers were then presented with an option to share stories about their mothers’ “claim to fame” — which ranged from “making the best cupcakes” to “being a good listener” — via the site and social networks.
The campaign garnered over 31,000 entries and a 58% conversion rate (almost twice the industry average), far exceeding 2012’s totals. In addition, nearly 50% of site visitors entered a “claim to fame” despite it not being a mandatory step to enter the contest.
In addition, Conversation and dressbarn were also presented with the IAC Award for Most Outstanding Website due to their work on dressbarn’s “Paint the Country Pink” Breast Cancer Awareness campaign.
Squiddledee Is Here – In May, Conversation partnered with men’s neckwear brand Squiddledee (pictured above) to assist in the launch of the brand’s social media strategy and press exposure. While Squiddledee launched its first collection several seasons ago, it is currently executing a major push to gain traction by developing a distinct brand tone and personality. To explore Squiddledee’s unique menswear offerings, visit their site at www.squiddledee.com or read about them through some of the company’s most recent placements in It’s All Style to Me and Great Lakes Prep.