NIWOT, CO: Shoe manufacturer Crocs has launched an international campaign to increase brand awareness and loyalty with comfort as its key message.
Crocs has released data from a national survey it did in partnership with Wakefield Research that asked 1,000 adults questions about comfort, ranging from uncomfortable situations to comfortable clothing.
The initiative is also promoting “International Comfort Day,” created by Crocs to take place on Saturday.
In addition to North and South America, the campaign is taking place in Australia and Europe, said Katy Lachky Michael, VP of communications at Crocs. She said the entire effort was created on a budget of $60,000.
“Brands don't have to spend big bucks to make a big impact,” said Michael. “You just need a big idea and all hands on deck.”
Michael is collaborating with Crocs PR directors in each region, as well as Domain PR, which was brought on for the initiative to help with creative ideas and celebrity aspects of the program. Crocs is still working with Linhart Public Relations on day-to-day communications, she said.
To create buzz for the initiative, Crocs leveraged its relationship with chef and celebrity spokesperson Mario Batali, who has used his own social media accounts to promote the initiative. He also unveiled a “comfort food” recipe specifically for the campaign.
Actress and model Molly Sims is also playing a role in the effort, visiting Crocs' New York SoHo store earlier this week with her son and tweeting about the campaign.
The celebrity angle is helping the brand engage media it may typically not reach out to, such as People and Us Weekly, said Michael.
The brand is also inviting consumers to visit any Crocs store and try on a pair of shoes to receive a 20%-off coupon. Using Twitter, the US arm of the company will give away shoes to the first 50 people who retweet the hashtag #GetComfy, along with a pair for a friend.
Each region will conduct its own social media and in-store promotions for International Comfort Day, said Michael.
“The goals are to get our loyal consumers back into the stores and raise awareness among people who might not be aware of 300-plus styles,” she explained. “Some people still have the misconception that we're a one-shoe company, so anytime we can highlight [the other] styles it's a win for us.”
Crocs will also give away 15,000 pairs of shoes to those in need as part of the campaign.