Festival Activation
The ask
Develop a campaign that accelerates Brand & Clog relevancy
Enhance Jibbitz charm awareness and consideration
Intersect a key affinity – music – to keep the brand top of mind for consumers
The approach
Positioned Classics & Jibbitz as the unexpected accessory of festival season – making it the IT item of festivalgoers
Launched a 360 campaign around Coachella & Stagecoach that came to life through influencer assets, trend-right social content, targeted paid media support, earned media coverage, talent partnerships, IRL activations…and MUCH MORE!
The campaign
Launched festival product on Crocs.com and hosted a festival-themed TikTok Shop livestream to get shoes on feet for the season
Tapped into influencers to inspire Classics & Jibbitz festival fits – with the newest festival trend being comfort
Worked with content creators to wear Crocs & trade Jibbitz on the festival grounds – intercepting the innate trading culture
Seeded product to stylists who were outfitting celebs for Coachella & Stagecoach
Executed an experiential activation called the Crocs Fit Stop, and gifted fans Classics & Jibbitz as they made their way to the festival grounds
Secured talent appearances at the Fit Stop, a few names including Brandon Sklenar, Jessie Murph, and Lala Kent
Partnered with Diplo to rock Crocs during his set at the Honky Tonk Saloon during Stagecoach weekend
The results
Achieved 17MM impressions across influencer/talent (+47% above goal), social (+50% above goal), and PR, and 40MM impressions via paid channels
Hit a 3% ER across influencer assets (13% specifically on TikTok) and a 2%-6% ER across the majority of organic social content – meeting and/or exceeding industry benchmarks
The Fit Stop hosted ~6K festivalgoers, and their reactions were incredibly positive (ex: “This is the BEST Coachella activation ever!”)
Activation received pick-up from national/local trade & lifestyle pubs, including OK!, EDM Maniac, Event Marketer, and BizBash
Drove 300K site visits to Crocs.com, with the majority being new customers to the brand (77% new customers)
