Pet Crocs
The ask
Establish “Croctober” as an ownable, fan-first holiday to the Crocs brand
Continue to ignite fan creativity and self-expression throughout this month-long celebration
Build upon the highly successful 2023 Croctober Cowboy Boot campaign
The approach
Provided fans with a platform to convey their love for Crocs – TOGETHER!
Continued to honor super fans (a.k.a. “Croc Stars”) around the world and leveraged them as a focal point of the program
Dropped a product on “Croc Day” (Oct 23rd) that was born and inspired by fans -- driving a direct connection with Croc Nation
The campaign
Expanded pool of Croc Stars and tapped into them as the faces and voices of the campaign
Seeded Crocs-themed viral songs & sounds, giving Croc Nation an opportunity to co-create fun content on social
Launched the fan-first Pet Crocs Collection – in partnership with BARK – on Croc Day, giving Croc Nation the chance to express their Crocs creativity with their furry friends
Partnered with the one-and-only Paris Hilton as a global Pet Crocs ambassador
Leveraged a mix of 360 channels to generate engagement all month long and fast sell through of the product; channels included digital (paid + organic), social (paid + organic), influencers, PR, Ecomm, App, Retail, Wholesale, and Distributor partners
The results
Croctober ’24 was one of the top performing marketing campaigns in the brand’s history!
Program garnered a 13% ER across Crocs’ organic social handles, 162MM influencer impressions globally, and 1.5B PR impressions worldwide
Secured hits with major outlets like GMA, Jimmy Fallon, People, ELLE China, Who What Wear UK, and Vanity Fair France
Pet Crocs sold out in North America in 45 min, and many markets achieved a ~70% sell through within the first few days of launch
