Crocs Classics Cowboy Boot
The ask
Grow the Croc Nation community and honor the brand’s super fans during the month of “Croctober”
Continue to fuel fans’ creativity, audacity, and self-expression throughout this month-long celebration
The approach
Built a campaign rooted in a key fan-first insight — people who love Crocs REALLY love Crocs and use them as a canvas for the ultimate form of creative self-expression
Identified super fans (a.k.a. “Croc Stars”) around the world and made them the centerpiece of the program
Released a fan-first product that was born out of fan creativity to drive engagement during Croctober
The campaign
Tapped into approx. 100 global Croc Stars and leveraged them as the faces and voices of the campaign to spark excitement and buzz
Dropped the Crocs Classic Cowboy Boot on “Croc Day” (Oct 23rd) — a product that was inspired directly by Croc Nation
Leveraged a mix of 360 channels to generate engagement around Croc Star content and sell through of the boot on Croc Day; channels included digital (paid + organic), social (paid + organic), influencers, PR, Ecomm, App, Retail, Wholesale, and Distributor partners
Paid tribute to the Croc Stars by making them official stars in the sky, forming a Crocstellation
The results
Croctober ‘23 was the best performing Croctober campaign in the history of Crocs
Program garnered 98MM impressions across Crocs’ organic social handles (with content hitting a 9.5% ER), 79MM influencer impressions, and 6.9B PR impressions globally
Initiative was picked up by major media outlets including Jimmy Fallon, CNN, New York Times, People, Billboard, and Washington Post — to name a few
The boot teaser content went viral, trending #1 on Google
On Croc Day, many markets sold out of the boot within 24 hours
Campaign received 4 industry awards (Shorty Awards for Best in UGC, Organic Promotion, and Earned Media and Drum Award for Best in Social Media) and 2 nominations (Webby Awards for Best in Social and Fan Engagement)
