Because of its ability to reach and to involve the whole target audience, social media played the most decisive role in the media mix. Digital played the central role with a share of nearly 80%. All digital media were used to create a high level of interaction. Special targeting technology allowed us to reach our target audience precisely and efficiently. We had brand profiles on different social communities but also installed an app, for further involvement. The “friendship book app” which the girls share with their friends (with friendship tests and comment posting) was the main driver to engage the target audience and make them feel the spirit of the bebe Generation. Throughout the whole project we worked very closely with our main media partners, VIACOM and Bravo Girl in order to create relevant editorial content, ensuring that all aspects of the project were implemented and aligned properly.

The results of the campaign speak for themselves:•4.500 applicants for the Live-community (more than the half of Germany‘s Next Top Model applicants)•More than 901% reach within core target•Over 26,000 active community members (on www.schuelervz.de) in less than one year (vs. 20.000 on www.bravo.de, which is one of the most famous German youth sites)•More than 350,000 unique users on www.bebegeneration.de •Overall campaign: 435,911,374 and 2,934,544 Clicks•84% of the participants said that their interest in bebe products increased because of the campaign•Sales increase -> + 20%•95% want to proceed in 2011…