"We have defined consumer segments, and our younger 'explorer' consumer has played an increasingly important role in shaping our global product and marketing strategies. We know they're active and independent, and most importantly, they want to be able to express their own personal style with their favorite brands." Terence Reilly, CMO of Crocs
There is a danger for brands that straddle the line between "uncool" and "cool" when it comes to marketing. Brands run a serious risk of trying too hard — a death sentence in the ultra-cool worlds of Instagram and Gen-Z fashion. Crocs turned to user-generated content.
As part of an effort to increase their footprint in the digital space while driving brand relevancy, Crocs needed high volumes of authentic and engaging content that performed well on social.