Lead With Crocs Campaign

In an advertising strategy and consumer insights class, I was tasked with creating advertisements for a company that had filed for chapter 11 bankruptcy. I wanted to reposition Crocs as a versatile shoe rather than the classic clog that comes to mind. After extensive consumer research, I was able to develop a creative brief to work off of. I learned that women pay more attention to ads in comparison to men, specifically to ones with people and relationships in them. I used this insight to come up with a strategic campaign reliant on pathos, female empowerment, and storytelling, called the “Lead with Crocs” campaign. This campaign would not only capture women’s attention, but it would also inspire them to take their first steps towards leadership in a pair of Crocs and highlights Crocs’ versatile designs that go unnoticed while playing into pathos. I was very successful, receiving an A on this project and positive feedback from my professor.