Social Media Campaign for Crocs x Pokemon Collaboration

In late 2024, Crocs, the distinguishable rubber clog company announced that they would be collaborating with one of the most prominent figures in pop culture. A figure that has withstood the test of time and has increasingly grown in even more popularity than decades ago. That figure is Pokemon! After the success of the original “Pikachu” Croc, Crocs announced that they would be releasing 4 new designs featuring crowd-favorite Pokemon such as Jigglypuff, Snorlax, Charizard, and Gengar. As an avid croc-wearer as well as a Pokemon fanatic, I wanted to focus my mock social media campaign on this product.

The main objectives for this campaign is Sales and Conversions. In order for this campaign to succeed in our eyes, we’d like to find people who likely to purchase crocs. As we learned in Social Media ROI by Olivier Blanchard, we want our financial investment to turn into real action and conversions in Croc’s latest product. By tracking our engagement rate, we can see how well a piece of content performs with our audience. Another focus for this campaign is Conversions and to specifically track how many conversions we get, analyzing the click-through rate and conversion rate is essential. A click-through rate is essentially how many clicks your ad received compared to the number of impressions it received while a conversion rate is a metric that measures how well a business converts visitors into customers. With these campaign objectives, I can accurately see during and after the campaign if our approach performed well or not.

Since this is a collaboration with Pokemon, there are a variety of audiences that we can focus on and specifically tap into. For this particular campaign, I wanted to target individuals between the ages of 13-35 and build on the nostalgic factor of Pokemon. Audiences include: Anyone who has recently purchased Pokemon merchandise/product, Pokemon enthusiasts, people who engage in pop culture on social media as well as people who are interested in hype fashion in general. There is an interesting point that is brought up in Paid Attention by Yaris Jakob, “Advertising looks to say something a company wants to say in the most appealing way possible to an audience, whereas content starts from thinking about what the audience wants to consume and then considers how the brand can add value to that.” It’s important to realize that both the company and content stands at opposite ends of the spectrum but eventually meet in the middle to execute a final strategy.

For this specific campaign, the most strategic way to post these ads would be on Instagram. In my opinion, this product is a extremely visual eye-capturing shoe. The product speaks for itself. Purchasing ad space on IG stories or on one’s feed. Targeting those who just finish digesting fashion or Pokemon content is optimal. One key aspect that is important to include is a CTA (Call-to-action) button to provide consumers with a direct link to purchase the Crocs.

For this campaign, I’d like to establish a budget of $10,000 USD and based on WordStream, I would like to define a successful metric for Cost-Per-Click value ranging from .50 to 3.50. I would also track Cost-Per-Mille aim for a value between 2.5 and 3.5.