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Case Analysis of Crocs: Using Community-Centric Marketing to Make Ugly Iconic

The document analyzes Crocs' brand situation and campaign strategies, focusing on the #FindYourFun and Come As You Are campaigns. Crocs aims to shift consumer perceptions of its 'ugly-cool' clogs, targeting those who believe the shoes are unattractive and not for them. The campaign seeks to create brand relevance and encourage consumers to reconsider their views and purchase Crocs products.

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108 views

Case Analysis of Crocs: Using Community-Centric Marketing to Make Ugly Iconic

The document analyzes Crocs' brand situation and campaign strategies, focusing on the #FindYourFun and Come As You Are campaigns. Crocs aims to shift consumer perceptions of its 'ugly-cool' clogs, targeting those who believe the shoes are unattractive and not for them. The campaign seeks to create brand relevance and encourage consumers to reconsider their views and purchase Crocs products.

Uploaded by

rap_rrc75
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CASE # 3 – Crocs: Using Community-Centric Marketing to Make Ugly Iconic

GUIDE QUESTION A – Construct the Brand Situation Analysis and Campaign Strategy Map of Crocs as it launched the
#FindYourFun and Come As You Are campaigns from the available information in the case.

Brand Situation Analysis


Crocs is known for its clogs thar resembles a crocodile snout from the side, and shoe charms that could snap into the holes
called Jibbitz for a fun and personalized effect. In addition to clogs, Crocs also has its line of sandals, flats, and rain boots as
alternatives offered by competitors. Crocs positioned itself as a comfortable and durable footwear with an “ugly-cool”
design that became a fashion statement from 2010 that continued until the COVID-19 pandemic since consumers wanted
shoes that is foot-friendly while working at home. Even if the Crocs name had become synonymous with the clog and
consumers could easily identify the brand, there were still people that did not want to own Crocs clogs because they think it
was not for them. This scenario gave Crocs an opportunity to convince these consumers their shoes were for them. Besides
Crocs, there were also popular shoe brands that have deemed “ugly” designs such as Birkenstock, Teva, and Hoka.

Campaign Strategy Map

Consumer Behavior: People who do not want to buy Crocs clogs. (CURRENT)
↓
Consumer Mindset: Because these people think that Crocs clogs are ugly shoes and not meant for them to use.
↓
Consumer Insight: “I think that I do not need Crocs because it is unattractive and there are other footwear options that will fit
my style.”
↓
Consumer Mindset: Crocs wants to change this consumer behavior and create brand relevance to make them think that their
shoes were made for them.
↓
Consumer Behavior: Consumers changed their minds and bought a pair of Crocs clogs. (DESIRED)

GUIDE QUESTION B – Define the Crocs Big Idea and analyze why it was instrumental for the brand? How did it connect to its
Target Market given the Brand Situation Analysis above?

CABIGAO, Raphael Rey L.


BA 233 MUZ Case #3 (August 5, 2024)
GUIDE QUESTION C – Categorize the executions of Crocs into a full IMC Plan and outline whether there was a progression of
executions that moved in parallel to the Consumer Journey. After categorizing, determine whether the elements aligned
with any Consumer Connection Drivers. Lastly, give your analysis on what made the campaign/s successful (i.e., was it
successful because the brand “followed rules” or because they “disrupted norms” in the category?)

CABIGAO, Raphael Rey L.


BA 233 MUZ Case #3 (August 5, 2024)

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