Bebe promotes Kardashians line with digital push

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Fashion brand Bebe Stores is conducting a social media campaign to promote the second release of the “Kardashians by Bebe” collection. Digital marketing agency iCrossing created the push.

The campaign includes Facebook updates, Twitter Q&A, blogger outreach and in-store promotions to engage consumers. The brand is increasingly using social networking sites, such as Facebook and Twitter, according to Edmund Wong, SVP of strategy at iCrossing. The campaign's goal is to drive Facebook fan acquisition.

Bebe has worked with iCrossing since 2006. The agency, which also developed a campaign for Bebe for New York Fashion Week in February, manages paid search campaigns for the brand as well.

Barbara Wambach, president of Bebe Direct, said in a statement that social media “is a key component in our current marketing efforts.”

A Bebe representative could not be immediately reached for comment.

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