As a successful global company offering affordable, comfortable footwear for the entire family, Crocs has created several product lines over the years that have resonated well with consumers but struggled with being seen as “fashion forward.”
Crocs still struggled with the misperception among more fashion conscious women that the products lacked legitimate style. In addition, many consumers still thought of Crocs as a ‘one shoe company,’ picturing the iconic colorful clog shoe style.
To build brand awareness for the breadth of Crocs’ product line and more fashion-forward products, Linhart PR worked with Crocs to launch the new Translucent collection with a comprehensive cause-related marketing campaign, called New Crocs, New You. The campaign, featuring the new, fashion-forward styles, centered around a national makeover contest with fashion expert Jenn Falik, as well as a partnership with the international not-for-profit, Dress for Success. The campaign also had a variety of in-store and online components to ensure cohesion and integration across all consumer touch points.
The Translucent collection, makeover contest and makeover finalists were featured online, in print publications, and in radio and television stories across the country, deriving close to 50 million media impressions. The campaign also helped drive increased sales of the Translucent collection, leading to a very successful new product launch. Additionally, the brand received an impressive response from Twitter and Facebook users, and received coverage on websites of publications such as Woman’s Day, US Weekly and Teen Vogue. More than 1,250 people entered the makeover contest, and more than 4,000 people voted for their favorite fashionista-to-be. Best of all, the very deserving New Crocs, New You makeover contest winner, Shelly Dana, was able to enjoy a makeover trip to New York City and a shopping spree with Jenn Falik.
1,250+ fans entered the makeover contest
4,000+ fans voted for their favorite fashionista-to-be