Communication Deck Crocs Sanne Sneijder AB8A

INTRODUCTION

This document outlines the guidelines for online and offline communications related to the ‘Reveal Your True Colors’ campaign by Crocs. Crocs primarily operates as a ‘digital-first’ company, with a focus on online marketing and social media. TikTok and Instagram are key channels for Crocs to reach a younger audience on a broader scale. Often overlooked or neglected, offline communication presents a unique opportunity for Crocs to engage more people with the brand, especially as Crocs is viewed as a sociallyengaged brand.

The overall goal of the communication is to highlight new products and boost sales, but also to ignite and sustain conversations about Crocs. The intention is for the ‘Young European Explorers’ to get acquainted with the modern Crocs: comfortable, versatile, and a real conversation starter. Because love it or hate it: Crocs is here to stay!

SOCIAL MEDIA

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To effectively introduce the new ‘Reveal Your True Colors’ campaign to a diverse audience, the social media advertising strategy is designed to engage, excite and convert the digital audience into loyal customers. The ads will be specifically targeted at a younger audience, soitcanreachthe‘YoungUrbanExplorers’targetgroup.

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rating user-generated content and interactive ads on. Participants are invited to share their experiences me lovers or new skeptics - through compelling short w them to express their true selves in alignment with power of social media, this campaign will not only also strengthenthebrand'sposition.

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SOCIALMEDIAFILTERS

CROCS ARE JUST PRACTICAL AND NOT

A FEAST FOR THE EYES? THINK AGAIN!

These special social media filters, as a part of the ‘Reveal Your True Colors’ campaign, allow the target audience to play with the diverse range of Crocs. See how your Crocs transform from a classic to an iconic design with just a tap on your screen. You can instantly test whether you are a true Lover or if you need some more convinving. Let the audience Reveal their True Colors with these filters, available on Instagram, Snapchat and TikTok.

TikTok

Snapchat

EMAILMARKETING

SOMETHING EXCITING AWAITS IN YOUR INBOX!

The content of the newsletter will vary based on the intended audience, distinguishing based on the needs and characteristics of the target group. Considerations include how different people within the 'Young Urban Explorers' demographic interact for example via Instagram and TikTok, or based on characteristics such as gender.

The 'Reveal Your True Colors' campaign and interactive site will be introduced in the weekly Crocs email newsletter. This newsletter will focus on the new campaign for several weeks. It will include the locations of pop-up stores and a unique discount code. The newsletters are specifically targeted at 'Young Urban Explorers.'

OUTDOORADVERTISING

GET READY TO SEE CROCS IN ALL THE RIGHT PLACES!

It's time to celebrate the versatility, adaptability and bold style choices of Crocs. Billboards are a strong communication tool to get the word of the campaign out, because they catch the eyes of so many people. The fun ‘Reveal Your True Colors’ campaign images will be used for the billboards.

BILLBOARDSAREASTRONG COMMUNICATIONTOOL

You'll spot these big, bold billboards in crowded city spots where the target audience can often be found, such as: shopping malls, metro stations and around colleges and university campuses. So that no one can ignore Crocs anymore. Keeping the message clear, funand inspiring.

INTERACTIVE APPLICATION

SIMPLE - FUNCTIONAL - FUN

PUTYOURCROCSFEELINGS TOTHETEST-LITERALLY!

Dive into the world of Crocs with the playful ‘Crocs True Colors’ interactive website. This function will be promoted all over social media and via email, accesible via crocs.com/RevealYourTrueColors. Engage with the Crocs brand like never before, measuring your 'love' or 'hate' with each click. Who knows? You might start out a skeptic and end up a superfan. Get ready to have some fun, challenge your preconceptions and maybe fall in love with Crocs all over again - or for the first time

PLATFORMREQUIREMENTS

User interface: The app features a fresh and friendly design that reflects the colors and style of the Crocs brand. The navigation menu is intuitive with clear categories such as ‘Home,’ ‘My Results,’ ‘Products,’ and ‘Settings.’

User interaction: Users are greeted with a brief introduction about the app and how it works.

Result display: The score is presented as a percentage, with a fun graphical display and a description of what their score means.

Personalized recommendations: Based on the results, the site provides personalized product recommendations from Crocs.

Direct purchase links: Users can view and purchase products directly from the app, with special discounts or offers linked to their score.

Shareability: Users can share their score on social media with special hashtags such as #RevealYourTrueColors.

POP-UP

POP-UP

CrocsTrueColorZone

Crocs is a 'digital first' company, primarily focused on social media. Starting with a popup in Amsterdam, Crocs' 'True Colors' zone aims to connect with audiences locally and enhancecommunityinteraction.

Customers can Reveal their True Colors by taking the 'True Colors’ test on a built-in screen witin the pop-up, to determine how they feel about the Crocs brand: are they already a lover or do they need a little more convincing? Based on the results, suggestions are given which Crocs models to try at the pop-up. This allows them to experience the various Crocs models for themselves, feel the Crocs and seewhatit'sliketowalkinthem.

In addition, there will be a place within the popup where the target group can come together, consume and connect, so that they can 'Reveal their True Colors' to each other.

Pop-up locations in Europe

Amsterdam

London

Berlin

Paris

PROGRAM OF REQUIREMENTS

FunctionalRequirements

All activities within the retail environment

ModularDesign:

The structure must be easily assembled, disassembled and transportable to accommodate multiple locations.

Durable materials suited for the varying European climate.

InteractiveFeatures:

Digital stations for taking the ‘True Colors’ test.

A photobooth to take photos and share them.

CommunityLounge:

A welcoming and comfortable area designed for relaxation, social interaction and community engagement, with facilities for eating and drinking.

ProductDisplayandStorage:

Flexible display units adaptable for different product types.

Secure storage areas for inventory and supplies, accessible only to staff

TechnologyIntegration:

Free Wi-Fi for customers and a robust digital infrastructure for sales and interactive features.

Energy-efficient LED lighting to enhance product displays and reduce energy consumption.

Accessibility:

Barrier-free design ensuring accessibility for all, including wheelchair access and sensory-friendly zones for customers with disabilities.

Sustainability:

Use of recycled materials and renewable energy sources where possible.

Implementation of waste-reduction practices, such as digital receipts and minimal packaging.

EmotionalRequirements

Desired experiential elements in design, colours, shapes and tone of voice

WelcomingAtmosphere:

Open, inviting layout that encourages people to enter and explore

Good lighting and comfortable seating areas that make customers feel welcome.

Inclusivity:

Design that reflects diversity and inclusivity, with visuals and messaging that resonate with the target group.

Staff training on customer engagement to ensure a welcoming environment for all.

CommunityEngagement:

Space for connecting that align with the themes of breaking down prejudices and revealing inner qualities.

EmpowermentandSelf-expression:

Encouragement of self-expression through customizable products and interactive experiences.

Promotional materials that empower customers to showcase their unique style and stories.

BrandExperience:

Every element of the store should evoke the Crocs brand identity - versatile, comfortable and fun.

Consistent use of brand colors, logos, and slogans to reinforce brand recognition and loyalty.

EmotionalConnection:

Creation of memorable, positive experiences that connect emotionally with customers, encouraging them to return and share their experiences.

Primary Colors

COLOR AND MATERIAL PLAN

Secondary Colors

Neutral Colors

Ensure all materials and colors reflect the Crocs brand identity of being fun, unique, and comfortable.

Design the layout for ease of movement and interaction, making sure that customers have a pleasant and memorable experience.

Focus on using recycled or eco-friendly materials where possible, in alignment with Crocs’ sustainability efforts.

BrightPink ElectricGreen

ClearWhite BoldBlack Notes

#74C02C #F95CB4

#CAB3EB Galaxy #CAB3EB Stucco

#FFFFFF #000000

SOURCES

Textanddesign

Text and copywriting: Sanne Sneijder

Design and illustrations: design by Sanne Sneijder, illustrations via Canva

Ownimages

Creative concept and styling: Sanne Sneijder

Photography and editting: Sanne Sneijder, Lynn Sneijder, Daan Westerink

2024. Conceptshoot Reveal Your True Colors, Sanne Sneijder, 13 mei 2024

2024. Conceptshoot Reveal Your True Colors, Sanne Sneijder, 13 mei 2024

2024. Conceptshoot Reveal Your True Colors, Lynn Sneijder, 12 mei 2024

2024. Conceptshoot Reveal Your True Colors, Daan Westerink, 15 mei 2024

2024. Conceptshoot Reveal Your True Colors, Sanne Sneijder, 11 mei 2024

2024. Conceptshoot Reveal Your True Colors, Daan Westerink, 15 mei 2024

2024. Conceptshoot Reveal Your True Colors, Lynn Sneijder, 12 mei 2024

2024. Conceptshoot Reveal Your True Colors, Sanne Sneijder, 12 mei 2024

2024. Conceptshoot Reveal Your True Colors, Daan Westerink, 15 mei 2024

2024. Conceptshoot Reveal Your True Colors, Daan Westerink, 15 mei 2024

Existingimages

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Made with AI via: chatgpt com

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