FleishmanHillard Fishburn had the daunting task of making 'ugly' footwear brand Crocs cool, and pulled it off with aplomb.
For this inventive and brave campaign, designer Christopher Kane – famed for making the ugly beautiful and the ordinary outstanding – was brought in to produce three limited-edition collections (Crocs with trinkets, jewels or feathers), plus one new Croc silhouette (the Swiftwater Sandal). They debuted at his London Fashion Week show, in view of the fashion world, with Anna Wintour and Poppy Delevingne in the front row.
FHF livestreamed the show on Kane’s website, took backstage and product shots, and released content targeting top-tier global media and social-media users. Huge interest was harnessed by producing an accessibly priced exclusive collection, sold at Office London and on Crocs’ global ecommerce site.
The campaign generated more than 500 global media articles, achieving more than 4.1 billion impressions across top-tier media including Sunday Times Style, Vogue and Harper’s Bazaar. Rihanna was among the celebrities to request the products.
Sales surpassed expectations, with the original Christopher Kane collection sold out, while 93 per cent of the black and white colourway and 50 per cent of the entire limited-edition collection was bought in eight weeks. Crocs later returned to the catwalk for a second season.
"Brave, creative, impactful and amazing"
Famously convenient and fashionably divisive, Crocs has become a household name for just about everyone - not just shoe lovers. However, Crocs wanted to do more than appeal to croc-fans, the so-called 'sandal brigades' and the (perceived) fashion unconscious. Crocs wanted to get secret admirers on board and convince the haters that Crocs can be cool not cruel.
What followed was an epic collaboration between Crocs and a high-profile fashion advocate who would not only bring Crocs into the limelight, but create a brand-new, first-of-its-kind shoe to change perceptions, drive awareness and show the world that Crocs can indeed, rock.