With the spread of the novel virus across the globe, the pandemic had impacted thousands of lives across countries. A nationwide lockdown was announced on March 24, 2020 and it was advisable to stay at home. However, with change in situation Work from Home WFH has become a way of life currently. During this time, Healthcare workers have been working day and night and to honor their spirit, Crocs and Priyanka Chopra Jonas donated 10,000 pairs of footwear to healthcare workers in India. During this time, digital and social media emerged to play a much larger role in our everyday lives. Thus, in order to keep the audiences engaged and create a buzz around the brand, WFH campaigns were initiated.
Crocs X PC Donate 10000 Footwear to healthcare workers in India- Healthcare workers are the one who have been standing on their feet and working day & night for the safety of the citizens. In order to keep the spirits of Healthcare worker high, Priyanka Chopra Jonas and Crocs joined them in the fight against Covid 19 and donated 10,000 footwear to healthcare workers in India. The Croslite material used by Crocs to make the footwear is comfortable enough to allow one to stay on his feet all day. For doctors, nurses and frontline medics working overtime this comfort feature has been a welcome relief. Also, the footwear is easy to clean and thus is an added bonus. This helped us position Crocs as an easy to clean and comfort footwear. Our communication not only focused on creating awareness about the brands initiative but also making the people aware about the benefits of wearing Crocs during this pandemic.
Crocs x WFH Campaign- Understanding the importance of social media and how crucial a role it plays, Crosshairs Communication initiated various influencer driven activities for the brand which included Crocs X WorkFromHome Campaign and Crocs X Lockdown Engagement Activity. These activities with leading celeb influencers like Sneha Namandi, Ekta Kaul, Rupali Bhonsle, Rashi Mal, Arya Vohra and others from the fraternity helped us to garner maximum digital visibility for the brand.
Action Plan – With the objective of garnering maximum visibility for the brand, Crosshairs Communication team took it to the print and digital media through simple and highly informative, visuals and content. The curated content was utilized in initiating conversation in the print and digital media. The brand initiative was circulated amongst the media through press release along with informative quote from Priyanka Chopra Jonas, sending out a message to the world on the pandemic and expressing gratitude toward the healthcare workers for standing strong during this situation. Also the message on the brands initiative was carried across Instragam, Facebook and Twitter platform. In order to create a buzz around Crocs as a WFH Fashion, Crosshairs Communication initiated an Influencer driven activity where the influencers created content around Crocs X WFH with the customized Jibbitz charms from Crocs. Also Crocs X Lockdown Engagement campaign was initiated where influencers had to create content around various activities that they can do with their Crocs at Home as suggested by Crosshairs Communication. These included Crocs X Netflix, Crocs X Workout, Crocs X Fashion from home, Crocs X Cooking, Crocs X Reading and Crocs X Pets.
Result - Through the traditional PR approach of combining print and online media, a total of 740 million people were reached across India, which translated a lot of engagement and reach for the brand on social media platforms.
User :- Shilpi Srivastava