Crocs: Feel The Love

Crocs had a problem. Everyone knew them. Everyone made fun of them. They were the Nickelback of shoes. But here’s the thing, millions of people secretly loved wearing them. Why? Because they feel freaking amazing on your feet.

So instead of running away from the joke, we leaned into the truth. We made a campaign about what Crocs actually do: they hug your feet like a puppy. They’re squishy, bouncy, and ridiculously comfortable. We created animated shoes bouncing around like happy idiots in love with your feet. In print, we showed style snobs in InStyle and Real Simple that Crocs had over 250 styles ready to surprise them. And in social, we invited fans to wear their love out loud, turning the guilty pleasure into a public badge of honor.

As a result, nearly 100,000 people texted for a coupon in the first two months. Sales ticked up. And Crocs went from being a punchline to being … well, still a punchline, but one that was making money again.