Mandee, Annie Sez name Laundry Service digital AOR

TOTOWA, NJ: Women's fashion retailer Big M has selected social media agency Laundry Service as the first digital AOR for its Mandee and Annie Sez brands.

TOTOWA, NJ: Women's fashion retailer Big M has selected social media agency Laundry Service as the first digital AOR for its Mandee and Annie Sez brands.

Laundry Service, a sister firm of Middleberg Communications, was brought on for the role after building a relationship with the company, said Don Middleberg, CEO of both the eponymous firm and Laundry Service.

Representatives from Big M were not available for comment.

The social media firm is working with Mandee and Annie Sez on a wide array of paid, owned, and earned media efforts, such as community management, video production, content marketing, website redesign, social media, and display advertising.

Jason Stein, founder and president of Laundry Service, said the firm is also developing influencer programs and trying to establish an “engaged group of fans on Twitter and Facebook.”

With a team of eight staffers working on the account, Laundry Service is also working with Big M to create a digital and social media marketing infrastructure for the company as part of its rebranding program.

To kick off the initiative, which launched November 11, Laundry Service promoted Mandee's partnership with the band One Direction by offering fans a chance to win tickets to a concert on December 3. Consumers entered the contest by liking Mandee's Facebook page and voting for their favorite One Direction music video.

By the end of the contest on November 23, more than 15,000 fans voted for their favorite music video on the Mandee Facebook Sweeps Tab, and brand's Facebook fans increased by 1,125% or 527 fans per day during the contest period. Mandee's Twitter following also increased 44% during the initiative.   

In addition to building the social media presence for Mandee and Annie Sez, Stein said one of the main goals is to increase sales for the brands.

Laundry Service began working with Big M in August.

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