“I know how hard all of you worked on the SolesUnited launch. As we wrap up this exhausting week, I wanted to take a moment to thank you. There are so many things to thank you for – landing an exclusive with the AP, keeping us organized, but most importantly, just for having another set of hands on board that was so dedicated to making this launch a success. I know some, if not all, of you have spent many late hours in addition to some early mornings and given up much free time to make this all come together in time. Please know we truly appreciate everything you have done. I am familiar with many of the agencies around town and I can honestly say I feel like we are in the best hands possible with your team.”— Shelley Forslund, PR Manager Crocs
Crocs – Helping Crocs Put Its Best Foot Forward
More than 100 million pairs of Crocs™ footwear has been sold around the globe. Yet millions of children in third-world countries have never had the luxury of owning a pair of shoes. Putting its best foot forward, Crocs created SolesUnited, the first-of-its-kind shoe recycling program, with the colossal goal of placing two million pairs of used shoes on the tiny feet of those in need.
To achieve the donation goal, Linhart PR worked with Crocs to first capture the nation’s attention and then capture its heart. Branded integration into the popular TV show Celebrity Apprentice helped us reach the masses. To continue the momentum, we conducted a media relations campaign, sending key editors shoe boxes emblazoned with photos of Malawi children grinning from ear-to-ear with the question, “why are these kids smiling?” Inside the box, the answer was revealed: “because they are wearing shoes for the first time!”
This corporate social responsibility campaign garnered widespread local and national media coverage, keeping Crocs and the two million goal top of mind for potential donors. All told, Linhart PR earned Crocs more than 15 million media impressions including an exclusive Associated Press story, and coast-to-coast print and television coverage in major cities including Atlanta, Austin, Boston, Cincinnati, Dallas, Denver, Houston, Los Angeles, New York City, Philadelphia, Seattle and Washington, D.C. The campaign was recognized by PRNews with an Honorable Mention award in the Corporate Social Responsibility category and was a finalist for PRWeek’s Cause-Related Campaign of the Year. The best result of all: knowing that millions of tiny feet are being protected for the first time!