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How Crocs China's immersive booth led to a 32% conversion to store shoppers

How Crocs China's immersive booth led to a 32% conversion to store shoppers

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Crocs and MediaMonks China have created an interactive and playful physical installation at Taikoo Hui Shanghai to promote the “Crocs for Yang Mi” collection with Crocs global brand ambassador Yang Mi - one of China’s most coveted celebrities - tapping into her enormous fanbase. According to the brand, the creative idea was inspired from Yang Mi’s personal style that a person is multi-faceted, and as such, urged consumers to “Come as you are”. The Yang Mi “Sweet & Cool Style” is the campaign’s main tone of voice.

With three selfie booths set up to depict each of the Mi-styles and maintain the campaign’s key visual aesthetic, the campaign hopes to target Yang Mi’s fans and the Gen Z female consumers who are split into style-shoppers and true-love fans. The campaign execution was via an experiential installation at Taikoo Hui mall where photo booths were set up to capture the unique Mi-style. Fans could personalise the photo moment with three super shareable booths furnished with interactive photo, sound, lighting booths.

The control panels in front of the booths allowed visitors to experiment with the set in order to find their own sweet and cool style.  Various Crocs JibbitzTM charms will also be used to personalise consumers’ photo moment by putting them on the interactive board. This will activate a real time personalised soundscape with a fitting lighting setup – echoing Yang Mi’s style.

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Each booth will have its own soundboard to reflect its interior design. So, with 10 sound layers (holes) on the soundboard and a maximum of four JibbitzTM charms to move around, there are over 1000 different possible combinations that can be made by users. Each installation also has its own set of sounds representing the mood, encouraging consumers to record and share on their social media platforms with an incentive that can be redeemed in the Crocs Energy store in the Taikoo Hui mall.

To date, more than 8,000 people engaged with the activation, generating 1.79 million impressions, and with a 32% conversion to store shoppers.

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