DEICHMANN’s social media campaign, specially developed for the Crocs brand, is entering its final round today with a post on the anniversary of the moon landing. The current spot relies on humor and self-mockery. The story of the “moon landing” is resolved with a funny twist and provides entertainment in the community as well as communication of the brand values and the USP. The “One step for man…” surprisingly takes place in a Crocs model and thus “reveals” the fake staging of the historic moment.
The spot is part of a 2-phase campaign that started in June. 18 Crocs models between 29.99 euros and 49.99 euros were advertised. Various Crocs models were staged in a contemporary way with both image motifs and social media spots. The aim was to emphasize the change from super comfortable and light cult clogs from casual utility or garden shoes to a fashion item with a statement character. Crocs models have become coveted must-haves on the fashion scene. The campaign takes this into account both in terms of imagery and target group addressing. With a lot of humor and a wink, the motifs play with fashionable looks and deliberately break common fashion rules.
Hit the Crocs nerve
“The campaign was played out in two phases. In the first phase, the focus was on inspiration. We showed how Crocs can be staged and how they should be combined. We played with myths and prejudices,” explains Dennis Falk, Head of Social Media at DEICHMANN. “In phase two, we took the anniversary of the moon landing as an opportunity for a social buzz,” Falk continues. Yann Le Bozec, Senior Marketing Director at Crocs, adds: “We are super happy with the result – the campaign hits the Crocs nerve exactly.”
The Crocs campaign is the starting signal for a new international social media strategy from DEICHMANN, in which the content creation focuses more on creator-generated content and real-time reaction – ie the reaction to current topics and trends on the social media channels . At the start of the 9 euro ticket, for example, a spontaneous post surprised the community and generated a high level of commitment. A pair of stylish pumps could be seen next to an Adilette with the associated headlines “Sylt so far” and “Sylt from today”.
Edgy, colorful and distinctive
“We want to use this approach to authentically address and entertain Gen Z and fashion-savvy people of all ages. The new content is edgy, colorful and unmistakable and is well received by our followers. We would like to provide our brand partners with targeted and attention-grabbing support at this point,” explains Sabine Zantis, CMO at DEICHMANN. And further: “The Crocs campaign is an example of how we “new” understand social media. Other brand campaigns will follow.”
The motifs and spots are distributed via Instagram, Facebook, YouTube and TikTok. The first phase was implemented by Intermate Group and the second phase by Serviceplan Campaign Munich, LUX Productions and director Juri Mazumdar.
DEICHMANN SE, headquartered in Essen (Germany), was founded in 1913 and is 100 percent family-owned. The group of companies is the market leader in European shoe retail and is active in 31 countries worldwide. It employs over 42,000 people and operates more than 4,300 branches and 40 online shops. In addition to the DEICHMANN format, the company also owns the concepts MyShoes, in Switzerland Flaschenbach, Ochsner Shoes and Ochsner Sport, vanHaren in the Netherlands and Belgium, in the USA Rack Room Shoes and Off Broadway as well as the SNIPES Group with branches and online shops in Europe and in the US.
