PROBLEM: Crocs, the popular shoe retailer, sought to increase its number of email subscribers through its Facebook fans and vice versa.
SOLUTION: Launched a social media campaign that encourages its Facebook fans to sign up for Crocs’ email messages and encourages its email subscribers to become Crocs’ Facebook fans.
RESULTS: Since the start of the campaign in September 2010, Crocs’ Facebook fan base has grown from 123,000 to 344,693 (as of press time) and its email list has grown from 1.5 million to 2.2 million.
Crocs was putting more and more emphasis and attention on its corporate Facebook page than it had in the past, which led to an increasing number of fans "liking" the brand each day. Crocs sought to take advantage of this growth by turning these "likers" into more than just your average fans.
"We had a growing fan base on Facebook and we wanted to take advantage of that growing fan base and convert them into email subscribers," says Andrea Stow, senior global e-marketing manager for Crocs. "We want to take those Facebook fans and convert them into purchasers."
Crocs treats its Facebook page primarily as a community forum — a place where its customers can get exclusive footage, dialog and interaction with the brand. "It's all about conversation," says Stow, "like-minded customers engaging with one another, engaging with the brand, getting behind-the-scenes footage, sharing videos and pictures that they wouldn't normally get in any other form."
So if Crocs’ Facebook fans are mainly interested in exclusive content and dialog, isn't that enough? Not for Crocs — it wanted more.
"These are people who are already highly interested in the brand," says Megan Theis, account manager for Digital Evolution Group (DEG), which teamed up with Crocs to help power this campaign. "We've also found that email subscribers are worth more than Facebook fans in the long run. We definitely want to start converting some of those fans into subscribers which, in turn, makes dollars for the brand."