Crocs Cozzzy Campaign
The ask
Win with the IT Girls by establishing the Crocs Cozzzy line as the perfect shoe for any Fall/Winter outfit
Drive heat behind the all-new Unfurgettable Clog, while dropping fresh colorways of iconic Crocs silhouettes (Classic Lined Clog, Cozzzy Slipper, & Cozzzy Luxe Slipper)
Build strong momentum leading into the Holiday shopping season – with a focus on awareness, consideration, and acquisition
The approach
Rooted program in a robust ambassadorship with mega star Millie Bobby Brown – drafting off of her success with Florence by mills
Launched a multi touchpoint campaign that came to life through engaging social content, hyper relevant influencers & talent, targeted paid & earned media, brand collabs, IRL experiences, strategic commercial tactics, and much more!
The campaign
Anchored 360 brand assets in Millie Bobby Brown to gain traction with Gen Z SHE
Utilized Crocs’ & MBB’s social handles to tease & announce the Cozzzy line
Teamed up with influencers and sorority houses to push trend-right styling content for HER
Hosted a Cozzzy influencer event with Tianna Robillard in downtown Nashville
Collaborated with both Hollister and Alex Cooper’s Unwell to create custom Unfurgettable Clogs for the IT Girls
Dropped TikTok Shop exclusives to drive hype & demand around the line
The results
Generated MASSIVE impressions against Gen Z SHE, achieving 822MM total imps – primarily driven by partnerships (502.4MM), PR (130MM), and MBB’s social (105MM)
Fans were heavily engaged with Cozzzy content on social. Alex Cooper Unwell Partnership content hit a 6% ER (+56% above goal), Sorority House influencers reached a 4% ER (+33% above goal), and influencers attending Tianna’s event achieved a 5% ER (+67% above goal)
Received pickup from top media outlets like Elle, WWD, & The Hollywood Reporter
Site traffic was incredibly strong, with 672K visits to Cozzzy product pages (+92% above goal)
Unfurgettable sales within DTC channels continued to build week-over-week, with the greatest increase hitting +20% -- indicating positive momentum leading into the Holiday
