The highly anticipated reveal of the first-of-its-kind Crocs Classic Cowboy Boot is shared with Croc fans from all over the world. Josh Schafer, a Yahoo Finance Reporter discusses the cowboy boot and the Crocs fan base in this YouTube video. A press release about these Crocs shows its timeliness as it was shared on October 5th, 2023 during Croctober. The lead highlights “Crocstellation” with crafty wordplay with a space theme. The lead becomes a bit confusing as the question arises of what “Crocstellation” means. It also is a bit wordy as the author should have clearly stated that the fan base is called Croc Nation and used the word “Croctober” instead of using “the month-long celebration”. As a non-Croc wearer, I had to reread the lead to fully understand what the press release would be about. The nut graph of the release has an appropriate dateline sentence with a tongue-twister first paragraph. The sentences are a bit time-consuming to reach the main point. However, it embraces a self-acceptance, positivity, and creativity theme as the punchline is “Come As You Are”.
Croc Classic Cowboy Boot: Credit to nbcdfw.com
The release’s body content summarizes the vital news connected to the announcements of the Crocs Classic Cowboy Boot. It discusses how the company made its loyal fans’ dreams come true with the Croc Classic Cowboy Boot. The Croc’s social media accounts capitalize on these boots as seen here. However, the boots’ reputation is perceived as unattractive. “Our goal is not to make the haters love the brand,” Crocs CEO Andrew Rees told the Business Insider earlier this month. “It’s to exploit that extrinsic tension because it creates opportunity, it creates PR, it creates media, it creates interest. It creates a whole lot that would cost you a fortune to buy in other ways.” (FWTX Staff). The release does a good job of describing the boot by advertising its uniqueness as well as its first-of-its-kind designs and details for the boot. To learn more click here. However, the information about Crocs-piration and the new constellation could be combined because the paragraphs are a bit redundant about how the Crocs company celebrates their fans. These paragraphs highlight the psychological proximity effect because of the emotional connection the Croc fans may feel knowing that their contributions are being seen and acknowledged. The press release brings a relevant source from the Chief Marketing Officer (CMO) Heidi Cooley. Her quote gives a nod to their creative fans and how her company inspires them.
Anatomy of the Boot: Credit to investors.crocs.com
The kicker leaves a lasting impression on the reader. It encourages a call to action for The Crocs Classic Cowboy Boots as it provides the website, dates, and details of how fans can engage with or buy the Crocs Boots. The information included tagging @Crocs and using the hashtag #Croctober23 on social media as seen on bree.kish TikTok. Overall, it gives the readers a chance to connect with or even join Croc Nation. The release has information about the Crocs headquarters, company, different products, and ways to learn more about the organization. The final part of the press release provides three photos. One is the anatomy of the boot (as seen above), the “Crocstellation” and a Croctober poster. These photos could have been more effective if they could be used earlier in the release. Overall, this release could improve in many areas but ultimately has many strengths.
Crocs: Credit to www.tiktok.com
After pushing out this release to the media, crocs could strategically craft an Instagram post by using videos, hashtags, links, and photos of the Cowboy Croc and Croctober. The content could include a video of people wearing the Crocs in different scenarios to show that it can be worn in everyday life. A fun caption could be “Come As You Are”. Another video idea is of influencers unboxing the Croc boots and being excited for them. Another idea includes a carousel of photos on Instagram with all the different photos seen in the press release. In both of these posts, I would also use the #Croctober23 and @Crocs from the kicker of the press release. The content from the press release that I would use is the description of the boot, Crocs-pirations (fan-generated content), and the Crocstellation on October 25. Lastly, I would do a call to action by linking to the website, sharing dates for the boots, and using hashtags to draw in new fans while engaging old customers.