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Bloggers Help Change Perception of Crocs Footwear

By Jun 11, 2012

Crocs, Inc. has formalized its blogger program by calling upon five influential and well-followed new bloggers to get word out about its comfortable Crocs footwear.

The program will be ongoing throughout the year with the five style and fashion bloggers taking on the titles of “CrocStyle Insiders.” These Insiders are the first to hear about and see new styles that they preview and showcase to their followers, a ploy that has worked well for Crocs in the past.

“Bloggers have been a key component to our marketing and PR activation in the past,” Mike Martin, director of brand marketing Americas said. “When we launched our Crocs Chameleon line—a line of shoes that change color when exposed to UV rays or various temperatures—bloggers were the first to break the news to our consumer base. We were able to tease the launch with a group of key influencers that were integral in sustaining the momentum throughout the selling season.”

Each blogger brings with her a different set of styles. Midwesterner, Kathryn Finney, shares advice about looking fabulous on a budget with her 13 million unique visitors each year. Audrey McLelland, an author who left her job with Donna Karan International to raise five boys, writes the “Mom Fashion Report.” Jenn Rager started her blog, The Stylish Housewife,” after deciding to quit her job in the financial services industry to become a stay-at-home mom. Then there’s Maegan Tintari, a style editor with blogger community, BlogHer, who shares personal style secrets, DIYs and hair tutorials, home decor and fashion tips. Lilliana Vazquez rounds out the group and is the founder and editor-in-chief of The Cheap Chica’s Guide to Style,” an online fashion resource that is a go-to destination for women on a budget.

In one post (supported by the image at left) on “The Stylish Housewife” Rager writes: “a few months ago i saw one of my favorite bloggers maegan from love maegan wearing the cutest lobster print shoes. i think my jaw hit the floor when i found out they were CROCS. yes, crocs. you see, the only vision i had in my head of crocs are the hot pink clog ones my mother in law (hi nonny!!!) wears. and now i am the proud owner of these nautical print crocs! are they not the cutest???”

In addition to blogging, each Insider will host interactive online events including Twitter parties and live Facebook chat sessions. Offline experiential events will be held too throughout the year to showcase new seasonal collections.

“Think of the style parties as trunk shows the bloggers will host,” Martin said. “Each blogger will have the opportunity to host a style party at a Crocs store or at a location of their choice for their own network of friends and family.”

Determining whether there is, in fact, a direct link between bloggers and sales remains elusive. Brands sometimes use coupons to track back redemption or watch for a lift in sales around the time frame of the program.

“We look at a variety of standard metrics, but at the end of the day, it comes down to whether or not we feel our target audience can relate and engage with the content a blogger produces,” Martin said.

The blogger program supports a larger campaign, Crocs Inside, launched earlier this year to update the perception of Crocs among the brand’s core female consumer. The campaign showcases the brands more than 300 styles that look nothing like the original on the outside, but all have the same comfort Crocs are known for on the inside, the company said.