"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,"
"As October gets more crowded and holiday deals are coming in hot earlier every year, we needed to do something bigger, bolder, and unexpected to cut through the noise to celebrate fans in a way that only Crocs can. Croctober 2023 was our chance to put our die-hard fans on the Mega Crush pedestal they deserve for an entire month."
Croctober transformed from a single Croc Day into a month-long takeover celebrating Croc Nation and its creative, loyal fans. Facing more crowded Octobers and earlier holiday deals, Crocs pursued a bigger, bolder approach to stand out. The strategy made fans the central protagonists across content and design, elevating them as creative voices and heroes. Social listening revealed demand for a cowboy-boot Crocs, prompting development of the first Crocs Classic Cowboy Boot born from fan creativity. Crocs crowned 95 Croc Stars, sent them boots before release, and created tributes like a constellation motif to honor fan expression throughout the month.
Read at The Drum
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