Project: Come As You Are Stories
In 2017, Crocs launched a new global brand platform, Come As You Are, about embracing self-expression and authenticity. We were tasked with developing the strategy for a global social media campaign. We asked influencers and fans to share stories about what Come As You Are means to them. We tapped artists to create artwork inspired by the 20 most touching responses; then we surprised our fans with the artwork. Our top influencer generated a 6.13% ER (3x industry average). This was Crocs’ best performing social activation in 2017, generating 13 million campaign impressions, 258,234 influencer engagements, and 7,694 total comments.