Vol 56. Crocs: Stanning the fans 🐊

Some brands have casual customers. These folks don’t feel strongly about the brand they’re buying from but they buy nonetheless. Maybe it’s a convenient brand of hand sanitizer or a reliable brand of wine. But not all brands are like that. 

Some brands are so polarizing that they either have fierce brand loyalists or fierce brand haters. Crocs is one of those brands. 

This week, Case Studied explores how Crocs increased positive sentiment among their most loyal fans with a month-long celebration. 

The Brief:

Since the very first model of Crocs sandals was launched back in 2002 at the Fort Lauderdale Boat Show, these foam sandals were polarizing. In pop culture, the shoes have gone through a rollercoaster ride in perception, shifting from mostly negative in the 2000s and early 2010s to mostly positive by the 2020s. Just look at the arc of this timeline:

• In 2007, Crocs were ranked the sixth worst thing to happen to men by Maxim. 

• Time magazine ranked them one of the “worst inventions” ever in 2010.  

• Fashion designer Christopher Kane had models wear Crocs at his show during London Fashion Week in 2016. 

• In 2022, Crocs were the best-selling item of clothing on Amazon. 

• Celebrity endorsements of Crocs today include Paris Hilton, Lil Nas X, and SZA. 

From Florida boat shows to high-fashion runways, the Crocs is undeniably embedded in American culture. Highsnobiety calls them “a symbol for the unapologetic embrace of unconventional beauty.” And the people who lean into that symbol, they really lean in. 

In fact, superfans leaned in so far that they started celebrating National Croc Day in 2017 as a way to celebrate their beloved shoes. They chose October 23rd, which is also National Crocodile Day (extra fitting given the brand mascot is a crocodile named Duke). Eventually it was brought to the brand’s attention, formalized, and turned into a month-long celebration of the brand’s fans—aka Croctober. 

In 2023, Crocs was looking to go bigger, bolder, and more unexpected in its Croctober celebration. And that’s how one of the brand’s most infamous products was born.

The Execution:

To show appreciation, Crocs gave their fans what they wanted. And what they wanted, according to social listening, was a Crocs-style cowboy boot. 

The idea came directly from fan creativity and Crocs went all-in on making it a reality. They chose 95 “Croc Stars” that were recognized as the most creative, bold fans around the world. The brand sent all 95 fans a pair of Crocs cowboy boots before anyone else got them—plus they threw in exclusive metal Jibbitz (the shoe charms) that denoted their status as Croc Star. 

The Croc Stars immediately posted organic unboxing content that gave others a preview of the boot. The brand kept a close ear to the Croctober conversation and jumped into some comments to keep the conversation going. Soon, other popular influencers were begging for the boot. When they received a pair, they continued the Croctober chat and posted cowboy boot content for “Croc Nation.”

The cowboy boot became a status symbol among fans and demand was teeming. The brand used the opportunity to drive fans to the Croctober landing page that showed a boot release countdown and UGC video content that celebrated fan creativity. On Croc Day (Oct. 23), the cowboy boots were officially dropped for global purchase. They were sold out in less than an hour. 

To celebrate even more, the brand also purchased stars in the name of their Croc Stars. They revealed that each star aligned to form a clog-shaped star cluster that commemorated their fans—a Crocstellation. Fans were directed to a mobile webpage with an AR filter and had the chance to be named one of the last 5 Croc Stars (which makes it an even 100) by sharing a screenshot of their experience on social.

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The Results:

Crocs matched the energy of their fans and it paid off. The boot tease went viral and trended #1 on Google. By the time the boot was announced, major media outlets including Jimmy Falon, CNN, Forbes, The New York Times, People, and The Washington Post all picked it up. 

The brand managed to keep their fans’ attention for an entire month, while racking up a 29% increase in positive sentiment. Influencer posts saw 79 million global impressions and the campaign got 6.9 billion global PR impressions. The campaign also garnered 98 million global impressions across the Crocs organical social channels, with a 9.5% engagement rate. 

The Takeaways:

Love ’em or hate ’em, there’s some key lessons to be learned from this Croctober campaign. Here are a few: 

1. Celebrate Fans to Build Deeper Brand Loyalty

Crocs’ Croctober campaign wasn’t just about selling products—it was a celebration of their fans. From recognizing their top 95 “Croc Stars” to gifting exclusive items and creating a personalized star cluster (the Crocstellation), the brand made their fans feel seen and valued. This strategy not only fostered deeper connections but also turned fans into powerful advocates who willingly shared their love for the brand.

Take time to celebrate your most loyal customers in ways that feel meaningful and personal. Recognize them publicly, offer exclusive perks, or create moments that highlight their importance to your brand. Even small gestures like personalized notes or exclusive previews can strengthen relationships. When fans feel appreciated, they’ll naturally become ambassadors, helping you amplify your brand’s message authentically and widely.

2. Leveraging Fan-Created Ideas Can Drive Viral Success

Crocs’ decision to create a cowboy boot was directly inspired by fan creativity. Through social listening, the brand identified a unique and unconventional product idea that resonated deeply with their audience. By embracing this fan-driven concept, Crocs not only celebrated their community but also amplified engagement. The cowboy boot wasn’t just a product; it became a cultural moment, building anticipation and exclusivity that captivated their superfans and wider audiences alike.

As a marketer, consider leveraging user-generated content and feedback to inform your campaigns. Regularly monitor social listening tools to uncover organic trends or ideas within your community. When you find a concept that aligns with your brand’s ethos, go all-in. Amplify the idea, involve your audience in its development, and use exclusivity to build anticipation. Fan-driven campaigns create a sense of ownership and loyalty among your audience while driving authentic engagement and virality.

3. Embrace Unconventional Creativity to Stand Out

The Crocs cowboy boot wasn’t just another product; it was a bold, unconventional idea that caught people off guard—in the best way. Crocs embraced their polarizing nature, leaned into their quirky identity, and gave fans something unexpected yet perfectly aligned with their brand ethos. This risk-taking creativity sparked conversations and turned heads, garnering both fan and media attention.

Don’t shy away from bold ideas that may feel risky if they align with your brand’s voice and values. Encourage your team to think outside the box and embrace the unconventional. Experiment with surprising products, campaigns, or messages that ignite curiosity and conversation. Taking creative risks can help your brand stand out in crowded markets and foster stronger emotional connections with your audience.

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