goal: Launch Crocs nationally and internationally. A strategic mix of viral and buzz marketing efforts, as well as targeted public relations and communication strategies were applied. Grassroots marketing and a heavy key influencer programs were applied to create the Crocs buzz nation wide. Implementation of public relations and communication strategies aligned with an international sales plan set the stage for a rapid international expansion. Communication tactics were applied to enter deep into several main footwear channels such as the initial boating industry, then medical and chef communities, fashion markets, outdoor and recreational markets, as well as kids’ footwear market.
Denver Post :: August 2004
New York Times :: July 2004
Sunday Style :: For Sand, Surf or Sidewalk
5280 Magazine :: August 2004
The Atmosphere :: After A While Crocodile
USA Today :: October 2004
Fashion :: Slip Into The Soles Of Yesterday, Ease of Today
Sunset Magazine :: July 2004
Gear – Crocs Rock
Footwear News :: February 2004
Crocs Rock / Could Crocs Become The Next Cult Brand?