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Live Action Strategy 4 - Crocs Example

The document outlines a live strategy session where the team developed a campaign idea to promote Crocs to new parents. They presented an open brief to creative partners to develop new campaign ideas or executions to position Crocs as the ideal gift for new fathers. The brief provided the strategic framework and communications idea of making Crocs the hidden baby essential found under the baby changing station.

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Bidisha Paul
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228 views

Live Action Strategy 4 - Crocs Example

The document outlines a live strategy session where the team developed a campaign idea to promote Crocs to new parents. They presented an open brief to creative partners to develop new campaign ideas or executions to position Crocs as the ideal gift for new fathers. The brief provided the strategic framework and communications idea of making Crocs the hidden baby essential found under the baby changing station.

Uploaded by

Bidisha Paul
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Use this link to share this deck:

http://bit.ly/LiveStrategyCrocs
Episode 4
Feel free to ask us any questions
on Twitter @juliancole and
@markpollard
The following happened live in front of
and with an audience in Brazil in our
Megaclass.

For this example, we decided to try to


sell Crocs to new parents.

MARK POLLARD JULIAN COLE


BRAND STRATEGY COMMS PLANNING
@markpollard @juliancole
Our shiny happy people in São Paulo
We do a version of Live Action Strategy in
The Strategy Super Sizer Megaclass.

You can find details here:


http://bit.ly/StrategySuperSizer

Next Megaclass: October 4, 2019 in NYC.


MEGACLASS
Open Brief for Creatives:

We’re looking for a creative partner to help us finish this campaign. The
following is the strategy.

We would love to see what you can respond to this brief with an idea that would
help make Crocs the ideal present for new fathers.

We’ll then highlight your work on Mark’s Podcast and Julian’s newsletter.

Respond with a write up by 12th September. @ us.

Come up with a new campaign idea or come up with new executions and
tactics.
FROM CLIENT BRIEF TO GO-TO-MARKET PLAN

● How To Do Account Planning - A Simple Approach


Campaign Idea
An Extra Pair of Hands
Comms Idea:
Make Crocs the under-the-counter
baby savior (hidden bag, secret)
COMMS FRAMEWORK

COMMS IDEA Make Crocs the under-the-counter baby savior (hidden bag, secret)

TASKS ATTITUDE - RECLAIM COOL RESEARCH - FEET MATTER RETAIL - MAKE SENSE IN SHOPS

Parents don’t realize how important People don’t connect Crocs


BARRIER Crocs are not cool
feet are for parenting with babylife

Make Crocs part of the nesting


Get them to realize that cool doesn’t Make Crocs the number 1 item on
experience (show how important feet
COMMS TASK matter when you have a newborn the newborn gift/wishlist
are)

Gift guides, WOM, cross-selling,


Fashion magazines (older skew), TV, Baby naming websites, Baby
baby bag, IKEA, hospitals, baby
MEDIA Facebook, Instagram (new cool Showers, Gift List, Mothers/Fathers
stores, unusual baby product
parents), parent groups Day, baby bag, researching/books
partnerships,
Want more Live Action Strategy?

1. Lamps 2. Dos Toros 3. Beyond Burger 4. Crocs


http://bit.ly/Live http://bit.ly/LiveS http://bit.ly/LiveS http://bit.ly/LiveS
StrategyLamps trategyDosToros trategyBurger trategyCrocs
JULIAN COLE MARK POLLARD
COMMS PLANNING BRAND STRATEGY
@juliancole MEGACLASS @markpollard

Planning Dirty Newsletter http://bit.ly/StrategySuperSizer Sweathead Newsletter

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