Technology Awards Case Studies Social Media

Hey Honey doubled the online Crocs community in one month: here’s how they did it


By Awards Analyst | writer

December 7, 2022 | 5 min read

Hey Honey won in the Best Use of Instagram category at The Drum’s Social Media Awards in 2022 for its work with Crocs. Here we find out what went into the project…


Hey Honey’s campaign for Crocs / Hey Honey

Hey Honey leveraged content with key players in the celebrity, influencer, and meme space to grow Crocs’s Instagram account by 30,000 followers in three weeks.

The brief

Crocs wanted to increase its organic community on its European Instagram channel for future conversion. The KPIs given were hinged on increasing the follower base and maintaining a high engagement rate. This required hey Honey to seek out highly engaged audiences in communities the brand was yet to tap into.

The idea

The team built a campaign with six influencers to do a series of giveaways over the course of three weeks on their own Instagram channels. This included those with high follower counts themselves and extremely high engagement rates

Hey Honey found profiles that tapped into the Crocs identity and core values in different areas to increase reach. This included a former Love Island cast member Faye Winter who regularly discussed her love of Crocs online, three fashion-based influencers with audiences across the main EU markets (UK,FR, DE) and two meme accounts with highly engaged audiences.

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The results

There was no post-giveaway drop in followers. Instead, the audience stayed, engaged, and grew exponentially based on the content delivered on the page.

Crocs saw an increasing reach in untapped communities across the EU and maintained an engagement rate of 1.1% during the month of the competition.

Though the task was to quickly increase the followers for Crocs, given the timeframe, Hey Honey could have targeted large accounts that would have driven followers temporarily. Instead, they found accounts that were aligned with Crocs’ brand values and audiences to create a highly engaging campaign.

This campaign was a winner at The Drum Awards for Social Media 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Technology Awards Case Studies Social Media

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