What the brand needed
Crocs approached us with the objective of highlighting their new Height collection. The brand was also keen to build long-term relationships with media and influencers.
Event highlights
The Height collection brunch event was held at two prime locations: the Momo Kuro restaurant in Johannesburg and The Nines restaurant in Cape Town. A total of 76 fashion influencers and 19 representatives from fashion, lifestyle, and youth media were invited to the exclusive brunch.
Each guest received a PR drop containing a pair of Crocs from the Height range as their official invitation, with encouragement to create content around the product and build anticipation for the event.
The brunch itself was lavishly curated with vibrant, Instagrammable moments, creating an atmosphere of fun and interaction. Guests had the opportunity to personalise their Crocs at a Jibbitz station, design their own hoodies and jewellery at a beading station, and customise items at a heat press station, adding a unique and personal touch to the event.
INSIGHTS AND EXECUTION
Our strategy focused on seeding the Height collection with Tier 1 media, influencers, and brand fans ahead of the event, giving them a preview of the range and building excitement. Each pair of Crocs was personalised with an array of Jibbitz that embodied the essence of the Height collection.
Leading up to the event, guests were encouraged to create social content featuring their PR drops, further building hype for the brunch. On the day of the event, attendees were once again prompted to share their experiences online, showcasing the vibrant, sensory experiences that reflected the unique qualities of the Height range.
The results
The events in both Johannesburg and Cape Town saw an impressive turnout, with over 100 guests attending, including influencers, media, fans, and their plus-ones.
The social content generated by influencers and media before, during, and after the events achieved a combined reach of nearly 8 million across various social media platforms. This content effectively captured the ‘More Extra Than Ever’ essence of the Height collection, showcasing the product in a way that resonated with the target audience.
Johannesburg event
media representatives
content creators
combined social reach
Cape Town event
media representatives
content creators
combined social reach
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