Campaign: "Feel the Love" spring and summer collection launch
In-house team: Tia Mattson, head of global PR; Sharon Bloom, social media manager; Shelley Weibel, PR manager; Ed Wunsch, global brand director; Jay Custard, director, global online marketing
Crocs' first fully integrated marketing campaign, dubbed "Feel the Love," positions the brand's new spring and summer line as a diverse lifestyle offering for a broad audience. The message targets the consumer who "gravitates toward brands because of how they feel," says Crocs' global PR head Tia Mattson.
"We needed to take a totally integrated approach to demonstrate the breadth and depth of the product and uniqueness of the brand," she explains.
In March, working with marketing AOR Cramer-Krasselt, Crocs launched the campaign with TV ads featuring an animated "Croslite" character named for the shoe's technology. Through PR and social media, the team is building a footwear enthusiast community, set to launch this month, from the foundation of its blog site.
"[Integrated marketing communications] is the most effective way to reach the largest amount of people," says Cramer-Krasselt VP and management supervisor Kristina Peterson-Lohman. "You can't expect one ad to reach the consumer and generate a high level of awareness."
Mattson notes that, historically, the company focused efforts around events marketing.
"We had a challenge to educate consumers that we're more than a one-shoe company," she says.
With the launch of the site, Crocs will unveil five winners from its community ambassador contest, in which it asked consumers to submit reasons they should win via a Facebook app. And the site will stream content from Facebook and Twitter.
Mattson adds that, due to limited retail space, the Web is the only place to showcase all the brand's styles in one place.
"That's where some of that social media campaign comes in. It drives them back to the web-site and other places where they can learn," she says.
Crocs is also working with lifestyle expert Alison Deyette, who will validate the brand as a lifestyle product.
Further PR activities include sampling events and lifestyle media outreach. Going forward, Mattson says the team plans to integrate the Croslite animation into social media platforms.