CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
A February social marketing campaign by bebe stores inc. to promote a clothing line developed with TV reality stars the Kardashian sisters was so successful that the retailer turned to the online social realm again this month to support the newest Kardashian collection.
Both campaigns included Facebook updates, a Twitter question-and-answer session with the sisters, outreach to fans on the sisters’ blogs and in-store promotions. The May campaign also offered Facebook fan-only sneak peeks, promotions and behind-the-scenes updates.
The May campaign garnered the brand a 10% increase in Facebook fans and a 15% increase in Twitter followers. And, the question-and-answer Twitter session with the sisters led to more than 10,000 direct clicks from Twitter to bebe.com, No. 325 in the Internet Retailer Top 500 Guide, on a single day.
Digital marketing agency iCrossing developed both the February and May campaigns.
The February campaign boosted bebe’s Facebook fans by more than 20% and Twitter followers by nearly 60% over two weeks, says iCrossing.
Social media has become key to the brand’s marketing efforts, says 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,” she says.
iCrossing has worked with bebe in developing digital marketing strategies for the brand since 2006. The agency also directs the retailer’s paid search campaigns.
“Bebe’s audience is young, hip and digitally-savvy,” says Edmund Wong, senior vice president, strategy, iCrossing. “We continue to look for original and engaging ways to connect with these customs across all digital touch points.”