4.500 GIRLS UNDER ONE ROOF by Carat Dusseldorf for Bebe

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4.500 GIRLS UNDER ONE ROOF

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Industry Cosmetics & beauty products
Media Promo & PR, Case study
Market Germany
Agency Carat Dusseldorf
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: JOHNSON & JOHNSON
Product/Service: COSMETICS
Date of First Appearance: Mar 8 2010
Entrant Company: CARAT DÜSSELDORF, GERMANY
Entry URL: http://www.bebegeneration.de
Director Communication Consulting: Lars Weber (CARAT)
Group Head Communication Consulting: Claudia Kaserer (CARAT)
Communication Consultant: Katrin Becker (CARAT)
Director Digital Consulting: Gero Maskow (CARAT)
Digital Consultant: Tanno Krauss (CARAT)
Media placement: Online - Cooperations - Schuelervz.de, Bravo.de, Msn.de, Windows Live Messenger - 8 March 2010
Media placement: Online - Standard Media - Elementgirls.de, Gzsz.de, Bravo.de, Myvideo.de, Maedchen.de, Icq.de, Schuelervz. - 8 March 2010
Media placement: Online - Baseline - Total Clickdistrict Network - 8 March 2010
Media placement: TV Campaign - 183 Spots - VIVA - 29 March 2010
Media placement: Print Campaign - 4 Pages 1/1 4c - Bravo Girl - 29 March 2010
Media placement: Print Campaign - 6 Pages 1/1 4c - Missy PR Cooperation - 3 May 2010
Media placement: Print Campaign - 1 Page 1/1 4c - Joy Trend Awards - 10 May 2010
Media placement: Online - App Launch - Schuelervz.de, Bravo.de - 17 May 2010

Insights, Strategy & the Idea
The bebe Young Care target group is widely diverse in terms of interests and opinions. They are going through that critical phase of discovering who they are and forming who they want to be. They are no longer influenced by their parents – they live for their friends, whose opinions matter. And they need to be constantly entertained - if it’s not new and cool – it’s boring!
We were asked to create a totally unique approach for this young target group which focuses on interaction and involvement. Based on the bebe TV campaign, we brought the concept of 4 girls living in a shared flat to life and turned the virtual TV flat share into reality. Our objectives were to create widespread awareness and buzz for the campaign, to develop a lasting engagement platform and by doing this strengthen the positive and emotional brand image!
The bebe Generation was born!

Creative Execution
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.

Results and Effectiveness
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…