| Titolo | Vladimir Cauchemar X Crocs |
| Agenzia | Hey Honey |
| Campagna | Crocs x Vladimir Cauchemar Collaboration |
| Cliente | Crocs |
| Marca | Crocs |
| Data di Prima Diffusione/Publicazione | 2021 / 1 |
| Settore | Calzature unisex |
| Trama | ? Vladimir Cauchemar ❤️️ Crocs ? LAUNCHING 28.01 5PM CET THE Invention of the century! PLEASE NOTE: These Crocs shoes are made for feet, two of them to be precise. We recommend purchasing one pair, which includes a left and a right shoe, perfect for humans to guarantee ultimate comfort and delight. |
| Filosofia | From the hero campaign video we created various assets to be released over the course of the campaign to instill fomo in our audience and build hype about the collab. The campaign was rolled out in three phases, with various assets playing a particular purpose. Teasing phase (January 14, 2021): 4 days before the launch we wanted to build a rumour mill for the collab, with explicitly telling people there was a collab and who it was with. We created an infomercial inspired asset that was posted on Vladimir’s Instagram channel. Sign-Up phase (January 21-28, 2021): A week before the clog was actually available to buy we wanted to seed the product through content on Instagram and YouTube, with the goal of generating a minimum of 3,000 email sign-ups. We exceeded that goal and generated over 6,500 email sign-ups. We launched the main hero video on IGTV and YouTube, drove traffic towards the sign-up page with a 15 second story cut down, an animated gif and still hero photography in carousel ads. We made use of Instagram’s ad format in which people can enter their emails without leaving the platform. We seeded influencer packages to 100 change makers in the music and DJ scene across the six main markets, with some Vladimir Crocs and socks as well as a branded bottle of vodka. Buy Now phase (January 28, 2021, 5pm CET): Users could finally get in line to order the Vladimir Cauchemar Crocs on the website. In the 20 minutes leading up to the launch, we hosted a perfectly synchronized live stream of Vladimir’s DJ set on both VC’s Instagram channel and Crocs Europe. As soon as the limited edition clog had sold out, users were taken to a sold out page on which they could play a retro 8-bit game designed by the web developers, screenshot their score and post on social media tagging and following Crocs Europe to be entered into a competition to win the LAST pair of Vladimir Cauchemar Crocs. Most notably, we even brought Bernie Sanders in on the fun mid-launch, injecting the collab into the viral trending conversation: “TFW when you miss out on VC Crocs”. (This was the most engaged organic post from the whole launch). |
| Problema | Crocs is a seasoned collab brand – the global team in the US has conducted collaborations with the world’s hottest musicians, designers, influencers and brands, including Justin Beiber, Post Malone, Christopher Kane, Balenciaga, Nicole Mclaughlin, ChinaTown Market, Peeps and more, with record sellout times. Building on the hype of the Supreme Generation, the exclusivity of limited editions has caused much of a stir across the world for the clog brand. However, this was Crocs Europe’s first major collaboration, so the pressure was on to follow in the footsteps of the global team. There was only one true goal of this campaign and that was to sell out the Vladimir Cauchemar Crocs within 24 hours. Alongside that, from a content marketing standpoint, we had KPIs to achieve for engagement rate (2.5%) and video view rates (15%) to prove the relevance and resonance of the campaign with our target audiences. |
| Risultato | The aim of this campaign was to sell out the limited edition Crocs in 24 hours. We sold out the Vladimir Cauchemar x Crocs in 3 hours. Other social media content KPIs were also massively exceeded: Engagement rate was 7% when the benchmark was 2.5% Video wiew rate was 43.5% when the benchmark was 15% We managed to achieve our standard margins, regardless of the Covid-19 restrictions and having to remotely manage a crew in Paris. |
| Tipo di Media | Interattivo |
| Lunghezza | |
| Market | Francia, Germania, Regno Unito, Italia, Spagna |
| Più informazioni | www.crocs.com |