Case Study:
Clothing and Retail
"Crocs was one of the first brands to truly embrace the power of working with college athletes at a very large scale. To this day, our initial campaign of gifting nearly 1,000 college athletes with Crocs has been one of the most impactful campaigns we've witnessed." -Danny Morrissey, Co-Founder, Postgame
Crocs has continued to work with Postgame on multiple NIL campaigns. A partnership that began in 2022 with an initial goal of generating top of funnel brand awareness among Gen-Z through a large scale gifting style influencer campaign with nearly 1,000 college athletes over a 4 week period has since involved numerous additional campaigns with high profile athletes, elevated content, in-store activations and more.
In addition to the large scale campaigns, Postgame has helped to curate smaller campaigns featuring higher profile college athletes within specific regions. The smaller curated campaigns have typically involved elevated style content produced by Postgame's nationwide network of videographers.
Postgame has also worked on retail activations in collaboration with Dick's Sporting Goods in Knoxville, TN and Champaigne, IL. The Knoxville event featured University of Tennessee football quarterback Joe Milton (QB) and Men's Basketball player Dalton Knecht. Knecht has since been projected to a be a lottery pick in this years NBA Draft.
The Challenge: Managing a wide spread gifting campaign with thousands of college athletes to produce top of funnel brand awareness.
In recent years Crocs has made significant headway in the athlete space as 'go to' footwear for athletes at all levels before and after competiton. To continue the momentum that had been built within the athletic community, the brand looked to take advantage of recent changes in NIL rules that now allow college athletes to serve as brand ambassadors in order to reach a wider audience of Gen-Z consumers.
Postgame helped Crocs identify and recruit nearly 1,000 college athletes into a gifting program over a 4 week period in which each athlete was required to create content on social media expressing their love for the trendy footwear. In addition to recruiting each athlete, Postgame was responsible for onboarding, ordering/shipment, campaign execution, reporting and more.
The Solution: Developing a wholistic approach to influencer marketing that combines gifting, elevated high profile content, in-store activations and more.
Crocs turned to Postgame to develop a comprehensive strategy that tapped into their network of 70,000 college athletes to produce engaging and cost effective social media content designed to drive overall brand awareness and in-store traffic.
Over a 2+ year period, Postgame identified and selected thousands of brand aligned college athletes consisting of both nationally relevant athletes (e.g. Dalton Knecht, Joe Milton, Roman Wilson, Jamal Shead, RJ Davis, Christian Moore, Charlie Condon, Isaiah Bond, Keonilei Akana to name a few) as well as regionally recognized athletes whose impact could be felt at a local store level.
The process put in place by Postgame for Crocs has been successful and repeatable.
The Result: A Repeatable Influencer Model Leveraging College Athletes That Produces Wide Spread Brand Awareness
During a 2+ year period (2022 - Current), Postgame has helped Crocs create brand awareness among Gen-Z through thousands of pieces of content (both UGC and Elevated) that proved to be some of the most cost-effective and engaging social media content produced by/for the brand to date.
Content Highlights :
