At a time when societal tensions are high and people seemed divided on more and more issues, along comes a message and campaign to encourage acceptance and celebration of our differences – inspiring us to be “comfortable in our own shoes,” so to speak.
On Monday, April 3, 2017 “Come As You Are,” a campaign launched and it features Drew Barrymore and John Cena – celebrities who have battled with acceptance in their own lives – and Crocs – the shoe brand that has been made fun of as much as it has been loved since its launch 15 years ago. Below are some fast facts on the campaign, as well as links to campaign images and quotes.
The “Come As You Are” campaign celebrates the uniqueness of individuals and inspires everyone to be comfortable in their own shoes.
As the the campaign launched, Crocs will deploy a Be Your selfie GIF generator that will enable consumers to highlight what makes them unique. Consumers will upload a selfie and answer a series of five questions to generate a shareable GIF that expresses what makes them unique.
In May, the campaign will highlight that one-of-a-kind people come from one-of-a-kind moms by issuing a call for social media submissions to nominate deserving moms, describing what makes her unique for a chance to win a personal video message from Drew Barrymore – one mother to another.
In June, the campaign will drop a series of videos featuring John Cena asking people, “What does it mean to ‘come as you are’?” The stories are honest and heartfelt. Crocs will invite its social fans to answer the same question.
The campaign runs from April 3 through December 31, 2017 with digital advertising, social media, and in-store POS.