🎥Strategic Communications: Crafting Authentic Brand Narratives in Niche Markets with Crocs, Inc.

In this can't-miss Summit session, Melissa Layton, VP of Global Communications at Crocs, Inc., shares how the brand went from polarizing to powerful through strategic collaborations, user-led innovation, and a bold, authentic voice.

With a lean team and a modest budget, Crocs created a cultural movement by embracing what made them different—and listening to what their audience wanted. Melissa breaks down what it takes to turn a brand into a community-driven phenomenon.

Speakers:

• Melissa Layton — Vice President, Global Communications, Crocs, Inc.

• Samantha Davis Crocker  — Sr Enterprise Account Manager, Meltwater

Key Takeaways:

• Even a small, scrappy team can drive big brand impact—Crocs’ transformation started with one PR lead and a clear, focused strategy. (00:06:15)

• Social listening unlocks unexpected opportunities—Tuning into what fans were saying on social led to authentic, high-impact collaborations like Post Malone. (00:15:20)

• Fan-led innovation drives cultural relevance—Letting audiences shape product ideas, like Lightning McQueen Crocs for adults, sparked viral demand and loyalty. (00:27:45)

• Consistency builds credibility—Crocs earned media trust by telling a cohesive story across campaigns and channels, backed by intentional strategy and execution. (00:52:15)

Watch the replay and explore how brand authenticity, community insights, and media integration can help you break through in even the most niche markets.