NIWOT, CO: Crocs launched a new blog as part of an overall revamp of its corporate website to engage more with consumers and build awareness of its footwear products.
The launch of the Vitamin C blog - billed as a "daily dose of culture and cool" - was supported by Crocs AOR Cramer-Krasselt PR and utilised several PR tactics, including media relations and social media.
In April, consumers entered a Facebook contest to become Crocs Ambassadors to write for the new Vitamin C blog. Through word of mouth and social media, the company promoted the contest, and the fact that consumers could vote online. When a consumer voted for their favorite ambassador, they also became a friend of Crocs' Facebook page.
"Through this avenue, we wanted to increase our Facebook fan base," said Shelley Weibel, North American PR manager for Crocs. As the blog officially launched the company used Facebook, Twitter, and YouTube to introduce the ambassadors and encourage consumers to become involved with the company.
"We know Crocs has such a passionate fan base in social media channels, so the goal with Vitamin C was to look at ways we could give those fans a voice," said Kristina Peterson-Lohman, VP and management supervisor for Cramer-Krasselt. The blog allows consumers to "really talk about the brand and the shoes in the context of lifestyle."
On the traditional media relations side, Crocs and Cramer-Krasselt produced a social media release and reached out to fashion, lifestyle, business, and women's and men's outlets. They also targeted online influencers and bloggers, including mommy bloggers.
"In the early days for Crocs, we grew so quickly because of our loyal fan base," Weibel said. "If we're going to continue to grow and expand our product line these online communities, where consumers engage with and check out some of the new styles, but also really interact with the brand, are also going to be key to us to raise awareness of the product."