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The Best Part of the Day is the Night

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Fashion brand Bebe breaks out with JWalk

The Best Part of the Day is the Night

Fashion brand Bebe’s “The Best Part of the Day is the Night” ads rolling out now nationwide and online, add to a high-energy, multiple touch point marketing campaign introducing consumers to a new Bebe.

Created by New York City–based advertising and marketing agency JWalk (, this newest national creative campaign will be seen in fashion books including Glamour, Elle and Cosmopolitan; online, with high-impact digital homepage roadblocks on sites including Other components include mobile ads, video ads in taxis – even branded t-shirts, printed with campaign slogans (“good girls go to heaven, bad girls go everywhere”).


The branded rollout follows a month-long, unbranded mystery hash tag teaser campaign, #be9to5, that introduced girls to the idea of the real 9 to 5 – 9 p.m. to 5 a.m. – and got people talking about who or what was behind it. Unbranded ads on billboards, bus stops and beer coasters with provocative lines like, “he was a good idea at the time” generated excitement; copy directed viewers to an unbranded microsite,  As buzz built around the hashtag, among fashion bloggers and followers, and speculation grew about who or what was behind it, Bebe earned some much needed 9 million impressions, 120 percent above projections, a renewed cultural cachet and a ton of social engagement. 

Early stages of the branded phase are showing similar momentum. The campaign has generated over 6 million impressions on Twitter and Instagram. Moreover social engagement is translating into sales increases. One example: over 1,000 t-shirts, carrying the messages "Good Girls Go to Heaven" in white and "The Best Part of the Day Is the Night" in black, sold out in one week -- a 250% increase over typical t-shirt sales of 200 in a week.

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Genres: Fashion & Beauty

Categories: Day Wear, Clothing and Fashion, Fri, 30 Aug 2013 15:30:00 GMT