Footwear brand Crocs appoint Essence as integrated media agency of record in China
Essence has announced that it has been appointed as footwear brand Crocs’ integrated media agency of record in China. Led from Essence’s Shanghai office, the agency’s remit will include strategy, media planning, media activation and content innovation for Crocs’ digital and offline brand and performance marketing campaigns.
Crocs is a world leader in innovative casual footwear for men, women and children. One of the largest non-athletic footwear brands globally, Crocs offers a broad portfolio of all-season products, while remaining true to its core moulded footwear heritage.
All Crocs shoes feature Croslite™ material, a proprietary, revolutionary technology that gives each pair of shoes the soft, comfortable, lightweight, non-marking and odour-resistant qualities that Crocs fans know and love. Crocs celebrates the fun of being a little different and encourages fans to ‘Come As You Are’ in every colourful pair of shoes.
Since its inception in 2002, Crocs has sold more than 600 million pairs of shoes in over 90 countries. In China, Crocs products are available on ecommerce platforms such as Tmall and JD.com, and in retail stores across the country.
Hao Xu, Senior Marketing Director, China, Crocs: “Crocs is committed to making the world a happier place through continued innovation and creativity. We were looking for an agency partner to accelerate our efforts in a year of rebranding, deepen our relationship with consumers in the ecommerce space and capture new opportunities in the market. With Essence’s integrated media offering, and expertise in data-driven brand and performance marketing, we look forward to working closely with the team to drive Crocs’ brand transformation and business growth in China.”
Benjamin Wei, Managing Director, China, Essence: “Crocs and Essence share a tireless pursuit of innovation, creativity and improvement with a people-first approach. With a mission to make brands more valuable to the world, Essence’s belief is that when brands like Crocs put people first, they have tremendous potential to make the world a better place - creating real value for consumers while fueling organisational culture and success. We are delighted to collaborate with Crocs to deliver valuable advertising that reinforces its vision of ‘everyone comfortable in their own shoes’ and propel its growth across China.”
Crocs is the latest addition to Essence’s rapidly growing and diverse portfolio of clients in China, which includes Bilibili, Google, Hermès, Jeep, Nitori, Roborock, Scoot and War Horse.
Since the expansion of Essence’s service offering in China in 2019, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating business and brand growth.