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iCrossing builds campaign to promote Kardashians by bebe
25
May '10
iCrossing announced that it delivered an integrated social media campaign for bebe stores, inc., to promote the second release of the Kardashians by bebe collection, a new clothing line designed by bebe with input from the Kardashian sisters.

The new social media campaign, which launched earlier this month, included Facebook updates, Twitter Q&A with the sisters, blogger outreach and in-store promotions to keep current and new bebe customers engaged with fan-only sneak-peaks, promotion opportunities and behind-the-scenes updates.

This campaign builds upon the successes from the first bebe-Kardashians campaign, which iCrossing developed to promote the collection debut during New York Fashion Week in February. Results from the two-week campaign include a more than 20 percent boost in Facebook fans, a near to 60 percent increase in Twitter followers, and continued enthusiasm and excitement around the new bebe-Kardashians collection.

iCrossing has built connected digital marketing strategies for bebe since 2006. In addition to social media, iCrossing delivers bebe's paid search campaigns to drive sales and increase visibility of the bebe brand.

"bebe is a perfect example of a brand that fully understands the value of having a connected marketing strategy," said Edmund Wong, senior vice president, strategy, iCrossing. "Their audience is young, hip and digitally-savvy. We continue to look for original and engaging ways to connect with these customers across all digital touch-points."

"Social media is a key component in our current marketing efforts," said Barbara Wambach, president of bebe direct. "iCrossing understands the bebe brand and the social spaces where our fans hang out. This insight allows us to leverage the different channels to connect with our customers."

iCrossing


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