Crocs: Come As You Are

Establishing personal style is not only a matter of self-respect, but a way to feel more confident and express one’s own personality. Being consistent instead of blindly following fashion trends, promotes turning one’s style into a statement. This insight stands behind the slogan of one of the most powerful shoe brands.

In 2024 we, at Paragraph 42, a preferred partner of Ketchum in Bulgaria, partnered with Crocs to raise awareness about their versatile portfolio, promoting the feeling of being comfortable in one’s own shoes. By the beginning of March, the brand had been already present in the country – with an online shop and a physical store. Yet, the wide public was not aware of the fact.

We outlined the brand not as the one for shoes, but as a way of expression. Therefore, we addressed the “beautifully diverse tapestry of one-of-a-kinds from all walks of life and every corner of Bulgaria” – as a whole. Our key message was: “Come as you are, express your true creative self everywhere”

To establish this claim, we sought for true brand ambassadors and partnered with 150+ opinion leaders – from micro-influencers to celebrities, with engaged audience. We implemented a campaign with entirely organic publications in their own social media channels. The Crocs shoes also appeared on TV and cinema screen – for free, supported by a series of advertorials. We potentially reached 4,5+ mln. people and acquired an average engagement ~350 per publication.