June 17, 2020 by Kayleigh Barber
What we learned
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Crocs rode a wave of popularity early on in the millennium, and was recently rocketed into popular fashion once again, thanks in large part to Gen-Z consumers and to a strong social marketing strategy.
But like most companies, the moment that the United States went into lockdown, Crocs stepped on the marketing strategy brakes and stopped all existing campaigns. But that is changing quickly as the brand turns to social to market again.
Yann Le Bozec, Croc’s EMEA marketing director, said in the most recent edition of Digiday+ Talks, a series exclusively for Digiday+ members, that social media became the primary destination for Crocs when advertising the brand during the pandemic.
It also became a great medium for Crocs to start actively listening to fans of the brand, as well as getting in front of new communities to widen engagement with new potential customers.
The messaging and images posted on those platforms have needed to change, given the current climate.
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