How Crocs achieved an 80% SKU sell-out with its "Classic Crush" campaign
How Crocs achieved an 80% SKU sell-out with its "Classic Crush" campaign
Together with Zalando Marketing Services, Crocs released its first Zalando exclusive collection with Early Access for Zalando Plus members.
Together with Zalando Marketing Services, Crocs released its first Zalando exclusive collection with Early Access for Zalando Plus members.
Key Figures
>17m
Impressions
>153,000
Clicks
80%
SKU sell-out via Early Access
The Story
In June 2022, together with ZMS, Crocs released its first Zalando exclusive collection with Early Access for members of Zalando Plus, Zalando’s loyalty program. The aim of the campaign was to create hype and demand around the “The Classic Crush” unisex collection before the launch, and to drive sell-out during Early Access.
The Goal
Crocs goals were threefold:
- Generate brand awareness and heat
- Increase revenue share with younger customers
- Use high-impact placements to really connect with target audience
The Strategy
Concept
For this special activation, Crocs teamed up with ZMS Creative, and carefully picked a diverse group of six authentic influencers to showcase the product by curating their own special Jibbitz Packs (little gems for customizing crocs) that represented their self-expression and identity. This influencer led content was then used in all campaigns assets, including images and a hero video.
“We had been talking about doing a Zalando Plus campaign for over a year now, however, the timing or the product was never right. When the Crush came along, we immediately pitched it to the buyers for a Zalando Plus early launch campaign. They loved the idea and suggested that we also collaborate with regional influencers to create exclusive Jibbiz packs to go along with each shoe. The storytelling capabilities with Jibbitz are limitless. So pairing this launch of the bold, fun, Crush with influencer-created Jibbitz packs seemed like a no-brainer. When it came to selecting the influencers, we really wanted a diverse group of individuals who could showcase their styles and perspectives in an authentic way. Seeing as the Crush is a unisex platform shoe that comes in an array of bright colors, we always saw this product resonating with that younger customer, “hip poppers” as we would call them, so they were definitely our target audience for this campaign. In terms of media plan, we wanted to meet our audience where they were, so Tik Tok and Instagram were obvious platforms for this activation.”
Priscilla Tran, Key Account Executive, Crocs
ZMS Creative
Together with ZMS Creative, crocs ran a campaign between 24 June and 30 June 2022 in DE, FR, NL, IT and CH, targeting zPlus members and zPlus eligible customers. The two-phased campaign was live on several onsite and offsite ad placements, and there was a dedicated Landing Page (PDP) with two influencers, @trixigiese and @kidlonni. Styled Product Detail Pages continued the storytelling to the point-of-sale.
“For the creative concepts behind the content, I have to give a major shout out to the ZMS teams because they presented us with so many great out-of-the-box ideas. It was hard to choose but the one we landed on for the on-site video campaign utilised two of our influencers, Lonni and Trixie, and focused on creating a visual story around their Jibbitz packs to showcase their self-expression and identity. The end result was wonderful as it captured the interactive piece of personalization, while also highlighting and elevating the Crush clog. Co-creating assets such as the videos, as well as stylized PDP pages on-site and coupling it with off-site social media content allowed us to approach the customer with this message of self-expression in a holistic way. From start to finish, the campaign took around 6 months to plan and execute.”
Priscilla Tran, Key Account Executive, Crocs
Phase 1: Build Up
The aim of the first phase was to create hype and demand around the collection. For the build up phase which ran from the 24-28 June, Crocs carried out the following activities and booked the following placements with ZMS:
- Activation of influencer campaign
- Onsite : Homepage Countdown Teasers
- Offsite: Facebook, Instagram & TikTok
- PDP storytelling
- zPlus Newsletter
Phase 2: Early Access
The aim was to drive sell-through for the collection. For this phase, which ran from 28-30 June, Crocs carried out the following activities and booked the following placements with ZMS:
- Early Access
- Influencer campaign
- Onsite: Top Teaser Takeover in Germany, Homepage Teasers, Catalog Teasers & In-Catalog ads
- Offsite: Facebook, Instagram & TikTok
- PDP Storytelling
Influencers
Zalando benefits from having a wide reach across 25 markets in Europe. Crocs really took that into consideration when selecting the influencers because they believe in representation, with inclusivity being one of the brand’s core values. With its influencer marketing strategy, together with ZMS, Crocs was striving for authenticity over everything. The younger consumer is perceptive, so if something feels forced, they will sense it. Thus Crocs let the influencers have fun and take creative measures with their content. The theme of the campaign is self-expression. What better method to convey that than letting them do just that? Since it was a Zalando Plus campaign, the Instagram posts didn’t feature shoppable links but tagged both Crocs Europe and Zalando. On the IG stories, the influencers linked to the Zalando Plus crush landing page.
Tips for Brands:
- Explore new capabilities: get creative when showcasing your brand values on Zalando.
- Exclusivity: run a tailored campaign with Early Access.
- Know your audience: Having a clear point of view and know the audience you are addressing by leveraging zTypes, ZMS’ audience segmentation logic.
The Results
With this campaign, Crocs succeeded in creating high awareness and sell-through for their exclusive Zalando Plus collection. A high amount of impressions during a short time ensured great brand awareness and resulted in many users clicking to explore the product assortment. The Early Access phase was very successful in terms of sell-out: 3 SKUs were sold out during the first 3 days and the overall sell-out rate was at a high level. The campaign’s success was also proven by the great uplift in Brand Followers and with great ROII%, showcasing that the content and chosen talents resonated well with the targeted audience. If you’re a brand selling on Zalando and you want to achieve similar results, just reach out!
