New York -- Dressbarn, a subsidiary of Ascena Retail Group Inc., has launched a social and interactive campaign, called Share Your (MOM)ent, for Mother's Day. The campaign's integrated web and mobile site was designed and developed by Manhattan-based agency Conversation.
The campaign encourages consumers to upload a photo, video or written memory of anyone who has ever given them a warm and fuzzy mom-like feeling, and to share it with others via social networks and a customizable e-card.
Additionally, consumers can vote on the contributed entries shared by others. Ten winners will be selected from the Top 50 entries with the most votes and will each receive a spa day for two.
For each entry, Dressbarn will contribute one dollar (up to $60,000) to help underprivileged children buy a Mother's Day gift for their moms.
“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 VP marketing.