Leading casual footwear brand Crocs enlisted Pure to orchestrate its latest campaign featuring top celebrity and brand ambassador Yang Mi.
PURE relished the opportunity to leverage its PR and set-design expertise, putting together a holistic plan involving creative design and media and KOL outreach, not to mention a vibrant live feed programme that breathed life into Crocs’ covetable new offerings.
To celebrate the occasion, Yang Mi live streamed for the first time on T-mall alongside famous anchor Li Jiaqi, sharing tips and tricks on how to style various kinds of Crocs with different outfits, showing off your own personal fashion attitude. Such was the success and pull of the activation, two consecutive topics rocketed to No.1 on the Weibo trending index during the evening.
PURE was involved in developing and maintaining the broad communications plan for Crocs for this event via social media outreach, media press releases, KOL posts, seeding, and live feed script planning. Social media content focused on four categories; style, lifestyle, fashion industry and entertainment, carefully curated to give the feed a new, refreshing look to attract attention. At the same time, together with other well-known media and Weibo, The RED bloggers also shared their fashion insights on how to match Crocs with different daily outfits, bringing the casual footwear obsession to a new height.
Livestream rooms were individually designed and set up by PURE, showcasing five scenes capturing the main theme ‘Ideal Life: Come As You Are’ and four sub-themes: ‘Casual’, ‘Fashion’, ‘Street’ and ‘Fairy’. The rich scale and creativity put into the set design fully capitalized on Pure’s twin strengths in events and public relation, creating eye-catching thematic environments in which the stars could interact and share in the campaign storytelling.
It was a privilege for PURE to be part of the Crocs for Yang Mi collection campaign, and PURE looks forward to working with Crocs again in the future to create even more amazing moments together. In these unusual times, this activation proved that creative solutions can create phenomenal results and spark the interest of consumers far and wide.
On the Case
It's hard to condense months of strategy, layers of execution and holistic planning into a single photo shared on social media, though that's often what happens!