Crocs – Bringing Innovative Designs to Market
To exemplify its ongoing commitment to bringing innovative designs to market, Crocs developed a new line of kids’ shoes leveraging color-changing technology, Crocs Chameleons™. By combining Crocs’ proprietary closed-cell resin Croslite™ material with photochromic technology, Crocs was the first to bring color-changing molded footwear to market, beating out a competitor working on similar technology. A limited quantity of the new innovative products went on sale prior to the public launch in mid-May. Crocs challenged Linhart PR to drive awareness and sales of the new line with moms, highlighting the pre-sale and scarcity of the product, as well as position Crocs as an innovative leader in the footwear industry.
To drive demand and engagement around the launch and pre-sale of Crocs Chameleons™, Linhart PR drove online buzz through aggressive mommy blogger outreach, providing samples of the shoes for review and details on how the bloggers’ readers could register for the pre-sale. Following an initial outreach phase, additional blogger touch points were created by sending alerts of Crocs Chameleons™ Facebook giveaways. The team also helped promote a Twitter party to directly engage with Crocs fans around the launch of the new shoes. Lastly, Linhart PR secured desk-side interviews with family-focused magazines and mommy bloggers in New York City, conducted outreach to key fashion contacts at wire services and reached out to select morning shows to generate national consumer awareness and coverage.
The outreach to bloggers resulted in approximately 75 blog reviews, reaching 2.7 million readers in Crocs’ target demographic. The traditional outreach resulted in a feature segment on “The View” with nationally recognized style expert, Jenn Falik, as well as inclusion in an Associated Press back-to-school trends story and upcoming Family Circle and Better Homes & Gardens fall books. The Twitter party had more than 500 posts in only two hours with an approximate reach of nearly 1 million followers. All of these efforts contributed to Crocs Chameleons™ sales outpacing projections, leading to one of the most successful product launches for Crocs to-date. The Wall Street Journal even cited the success of the product launch in a mid-June story highlighting U.S. hot stocks.