How Crocs unapologetically stanned fans with Croctober [Video]

Winning The Drum Awards for Content in the User-Generated Content category was Crocs and Digitas for the ‘Croctober’ campaign.Here is the award-winning case study.

Celebrate and honor Crocs’ loyal fanbase in a unique and memorable way
Launch a fan-inspired product to excite fans, create demand and media coverage
Strengthen Crocs’ brand image as innovative and fan-centric.
Do something never-before-been-done to drive virality and social media conversation

Strategy

We built our strategy on a fan-first insight—people who love Crocs REALLY love Crocs and use them as a canvas for the ultimate form of creative self-expression. These fans deserved a strategy that matched their unparalleled creative energy, so we made them the main characters and voices of Croctober. From making them the heroes of our content and literally crowning our first group of Croc Stars to creating a tribute to them in the literal night sky with a constellation of stars, we were determined to center our fans in everything we …

Tags Brand Identity, Content Strategy, Influencer Marketing, Media, Social Media