when we met
While empowering women with fashionable and affordable products, dressbarn realized it needed a new way of empowering itself in the eyes of its consumers. Since its inception in 1962, this specialty women’s retailer has grown to over 800 stores nationwide. While its style has adapted to the times, its audience interaction needed a bit of a makeover.
they asked us
dressbarn desired a cohesive way to reach and interact with its large, diverse, female audience. Recognizing the all-encompassing capabilities of our “New Traditional” approach, dressbarn engaged Conversation to create unified messaging across many channels. We hit the ground researching and analyzing the company’s market, competitors, and audiences to evolve the brand’s identity and connect with consumers.
so we answered
Since our first success, “Share the Love,” we’ve developed numerous award-winning, fully integrated campaigns – from strategy, to design, to development and execution – continually growing awareness and love for the dressbarn brand.
Our “PINK Pledge” campaign encouraged women to make a personal pledge to live a healthy lifestyle and share it across social media channels. The accompanying microsite highlighted stories of breast cancer survivors, showcasing dressbarn’s commitment to its customers’ health, wellness, and charity. In addition to the digital and mobile experience, we created a “feet-on-the street” brand ambassador program in 4 markets that captured pledges via an iPad app.
The results of the campaign were astounding: 6,560 pledges in 6 weeks. In that time, the digital and mobile sites received 37,000 page views and our media alerts reached over 100 industry contacts. Lastly, the 9 Brand Ambassador videos that we shot received over 63,000 hits. Not bad for Breast Cancer Awareness, and certainly not bad for dressbarn.