Lead With Crocs Campaign

In an Advertising Strategy and Consumer Insights course, I developed a full campaign for Crocs following its Chapter 11 bankruptcy, with the goal of repositioning the brand beyond its iconic clog. Through extensive consumer research, I identified an opportunity to highlight Crocs as a versatile, everyday shoe. Insights revealed that women are more attentive to advertisements centered on people, relationships, and emotional storytelling. Using this research, I created a strategic, pathos-driven campaign, Lead with Crocs, focused on female empowerment and leadership. The campaign uses storytelling to capture attention, inspire confidence, and showcase Crocs’ overlooked versatility. This project received strong positive feedback for its strategic insight, research foundation, and creative execution.