記憶中，不知從何時起，大街小巷上開始流行起一款風格迥異的洞洞拖鞋，夸張的造型不但沒有引起人們的反感，反而肆無忌憚的在全世界掀起了一陣時尚狂潮，其背后的始作俑者就是互動中國今天的采訪對象——美國著名鞋類品牌Crocs卡駱馳。倒不是因為想要過多的去追根溯源Crocs的品牌理念，而是鑒于其近期推出親子類互動App游戲《卡米菲的奇妙旅程》這一“節外生枝”的跨界舉動覺得有料可挖，所以才決定一探究竟。

采訪、文字: Sandy Chen@dmunion.com
(原創內容, 轉載請務必注明來自 數英網 | DIGITALING)

《卡米菲的奇妙旅程》宣傳視頻

《卡米菲的奇妙旅程》是由Deep Focus/FlipScript為Crocs卡駱馳打造的針對2至5歲兒童推出的首個親子互動類App。APP中，主角卡米菲攜一眾萌物，帶領孩子走進他們的奇妙村莊，用智慧和愛心與他們并肩前行。小朋友可以盡情地在APP中遨游Crocs的故事王國，聽卡米菲講故事，玩游戲，拍照片，還能了解Crocs童鞋的最新信息。(外一篇: Deep Focus/FlipScript: Crocs跨界親子互動APP—卡米菲的奇妙旅程 萌動登場)

以下內容引用自卡駱馳中國區市場總監Shine Wei對于該款App的評述：

“We’re very glad to see the great success of Crocs Little app launch. It doesn’t only attract the Chinese kids aged 2-5, but also successfully engage the whole families via bringing closer kids & parents with joyful experience creation. Therefore, as a leading global lifestyle footwear brand, crocs would bring more innovative and engaging experience with consumers to enrich the brand equity and maintain the sustainable healthy growth in China. “

—- Shine Wei Marketing Director, Crocs China.

“我們非常欣喜的看到《卡米菲的奇妙旅程》App推出之后收獲的巨大成功。它不僅深深吸引了中國2-5歲年齡段的兒童，更通過游戲中創造性的歡樂體驗拉近了父母與孩子之間的距離，因此深受廣大家庭的喜愛。作為全球領先的知名鞋類品牌，Crocs卡駱馳也將一如既往的為消費者帶來更多豐富的、創新式的用戶體驗，從而進一步增加品牌價值，維持卡駱馳在中國市場的健康、可持續的發展?！?/strong>

——Shine Wei 卡駱馳中國區市場總監

縱觀世界品牌的App營銷案例，從MINI的Getaway Stockholom到大眾Fishlabs(魔魚)工作室打造的《超級競速》，從優衣庫的跨界廚房Uniqlo Recipe到杜蕾斯的Durex Baby，App游戲之所以受到企業的青睞，不僅在于過億的移動平臺用戶量和強大的推廣市場，還在于相對其他營銷方式的“短平快”。APP游戲與生俱來的互動性和趣味性，讓用戶在主動享受互動體驗的同時，更進一步加深了品牌忠誠度。在這背后，能否抓住營銷理念的精髓——對產品價值的理解、精準的市場定位和為用戶創造真正有用的價值就成為了決定App成敗的關鍵。

然而，坐而論道容易，實際操作卻又是另外一回事，不如讓我們通過Crocs App《卡米菲的奇妙旅程》這個案例，看看卡駱馳是如何將App營銷玩轉到極致的。為此我們專門采訪了Crocs亞太地區數字營銷經理Angela Li，以下為采訪實錄。

專訪Crocs亞太地區數字營銷經理Angela.Li——《卡米菲的奇妙旅程》App背后的故事

Q: 我們知道，Crocs卡駱馳憑借獨特的設計理念享譽世界，其別致的“洞洞鞋”系列更是贏得了中國消費者的廣泛青睞。2014年，Crocs更是定位以“Find Your Fun”作為品牌口號，這背后又暗含著怎樣的品牌營銷策略呢？

A: 自2002年起，Crocs卡駱馳一直以色彩斑斕的趣味設計和超高的舒適度深受人們的喜愛，我們所有的產品都秉承著這樣的設計理念，這也就是為什么Crocs品牌會長期風靡全球的原因。我們之所以會選擇”Find Your Fun”作為品牌口號，是希望我們的消費者無論何時何地，都能體驗到Crocs帶給他們的歡樂。

Q: 最近，我們聽說Crocs推出了一款親子互動類App，名為《卡米菲的奇妙旅程》，頗吸引大家眼球，請簡單向我們介紹下這款App的主要特點。

A: 我想最主要的特點應該就是故事的主角“卡米菲”本身了。該卡通形象幾乎完全以Crocs經典的洞洞鞋為設計模板，其俏皮可愛的造型也深深烙印在了孩子們的心里。在App游戲中，樂于助人的卡米菲在旅途中幫助小伙伴們克服重重困難完成任務，結合豐富的故事情節和有趣的互動游戲，也將歡樂傳遞給了大家。

Q:我們非常好奇，作為一家鞋類制造商，Crocs為什么會選擇推出這樣一款App？從營銷角度來看，這一舉措的背后又是出于怎樣的預期和目的？

A: 我們希望Crocs能在消費者心中樹立趣味性強以及關注家庭（family-orientated ）的品牌形象，而這款App的推出幫助我們以一種溫馨而巧妙的方式實現了這一目的。童鞋是我們品牌產品中的重要組成部分，所以我們當時就渴望以一種別出心裁的方式使我們“最年輕”的消費者能夠持續保持對Crocs的熱情，并建立起家長對于品牌的信任。而《卡米菲的奇妙旅程》App所呈現出的創造性，豐富性以及趣味性正好與我們童鞋的屬性不謀而合。奇幻的冒險旅程被賦予了愉悅感和教育意義，使每一個學齡前兒童和其父母享樂其中的同時，也使整個家庭變得更加緊密。另外，我們還通過發放折扣券的方式鼓勵使用者訪問Crocs商店。

Q: 為了宣傳推廣這款App，你們都采取了那些營銷手段？

A: 我們在一系列不同的網絡平臺上進行了推廣，包括微博，app應用論壇以及有廣泛影響力的博客等等。為了將觸角延伸至潛在用戶，我們除了在其他熱門兒童App上宣傳之外，還借助微信公眾平臺以及Crocs睡前故事加以推廣。此外，Crocs天貓官方旗艦店為支持App的推出，更增添了整幅的廣告活動頁面來鼓勵現有客戶的下載。

在社會化媒體方面，一項旨在保持消費者持久興趣度的微博app推廣計劃也在緊鑼密鼓的進行之中。我們在微博上著重強調Crocs“以家庭為核心”的堅定立場，貼出有趣的Gif圖以博得大家的歡心，同時與粉絲就“育兒關鍵性階段(key parenting milestones)”的話題展開深入討論，并鼓勵更多的人參與其中。

另外，我們發現，Crocs的粉絲是一群十分有辨識能力的群體，他們更傾向于采納所信任的博主以及名人的觀點?；诖?，我們邀請那些有影響力的“博主媽媽”和“名人媽媽”與孩子一同分享這款App并上傳孩子們游戲時的照片，借以傳達《卡米菲的奇妙旅程》帶給家庭歡樂時光的理念。

Q: Crocs App的目標受眾是父母與孩子，而在中國，親子話題也正在變得愈發的火熱，那么您是如何看待這一群體的?他們在Crocs的品牌推廣中又扮演著怎樣的角色？

A: 我們見證了親子真人秀節目在中國的成功，也深知這一主題的重要性。所以在這個時間節點上，Crocs的app營銷策略就是要明確父母作為目標受眾之一在品牌交流中的重要性。我們通過展現同理心（充分理解父母們在日常生活中所面對的瑣事和挑戰）來贏得他們認同。我們希望將自己定位為與兒童友善的品牌（kids-friendly brand），而“卡米菲”則是伴隨孩子們共同成長的小伙伴。

Q: 到目前為止，App的推出收獲了怎樣的積極成果？

A: 《卡米菲的奇妙旅程》在中國市場投放的第一個月，下載次數就達到了近7萬次，并在評論和評級中收到了400個左右的5星評價。與此同時，在微博中我們也得到了大量有關App的積極反饋，人們親切將其描述為親子關系中的得力助手。

Q: 在這一次App推廣項目中，你們有什么寶貴經驗想和其他品牌分享嗎？

A: 總而言之，深入了解你的消費者，充分挖掘品牌潛能來創造對消費者和企業自身更有價值的東西，這至關重要。

Q: 數字/社會化媒體領域在Crocs的營銷策略中占據怎樣的比重，或者說您是如何看待這部分在市場營銷中所扮演的角色的？

A: 在我們的全球化整合營銷傳播以及廣告活動計劃中，數字/社會化媒體無疑扮演著主導者的角色。無論是在市場營銷策略還是創意發展與激發過程中（creative development and activation），數字/社會化媒體都處在整個生態系統的核心位置。在中國，我們一直都在極力推動數字創新項目。另外，值得一提的是，在中國本土的互動機構和電子商務團隊的專業支持下，我們更加堅信將中國作為Crocs App推廣的試點市場是明智的選擇。接下來，Crocs App將會陸續在香港，韓國和其他東南亞地區推出，我們也將會持續增加對于亞太地區數字創新項目的投入力度。當然，中國市場仍舊是重中之重。

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English Original:

Interview with Angela Li from Crocs——The story behind Crocs App “The Adventures of Crocs Little”

Q: As we know, with unique design and high comfort degree, Crocs shoes are very popular among Chinese people especially the slipper with plenty of holes. Would you like to talk about your current brand proposition “Find Your Fun” and the marketing strategy behind?

A: Since 2002, Crocs has been loved for their colorful, comfortable and outright fun design. This is still true of all our shoes today and helps explain why they are so popular all over the world, including in China. ‘Find Your Fun’ is our invitation to consumers to have a good time wearing Crocs shoes, whatever the occasion.

Q: Recently, Crocs has released a parent-child interaction App featured in the shoe’s cartoon character. Could you introduce the main character of the App?

A: The main character is Crocs Little. He was designed to resemble the shape of our classic Crocs clog and his bright, colorful, happy look attracts children to the Crocs brand. Now it mainly appears in kids related marketing initiatives and is hence portrayed as the leading actor in this app “The Adventures of Crocs Little” where he goes on fun journey and helps animal friends along the way to bring happiness to the world.

Q: We are very curious about that as a footwear manufacturer, why did Crocs chose to create such an App？What is the objectives and expectations for this App in marketing point of view?

A: We want our customers to see Crocs as a fun, family-orientated brand and this app allows us to do that in a nice and subtle way. Kids’ shoes make up a significant portion of our business and we, therefore, want to create something that would keep our youngest customers coming back to the brand again and again for many years to come as well as build more trust among parents. Our new iPad app for kids, ‘The Adventures of Crocs Little’ is creative, colorful and lots of fun – just like our shoes! Designed to be entertaining with a series of adventures, as well as educational, the app can be enjoyed by pre-school kids and their parents, bringing the family even closer together. It even encourages app users to visit our stores by giving out discount coupons to spend in-store.

Q: What marketing methods have you adapted to advertise and promote the App?

A: We have promoted the app on several different platforms, including on Weibo, through app forums, via influential bloggers and more. We have also reached out to potential customers by advertising on other popular kids’ apps and sought out WeChat users through weekly teasers and Crocs Little bed time stories. Crocs Tmall store also supports the app launch with full campaign page, encouraging existing customers to download the app for their little ones.

On social marketing, we have an ongoing plan to promote the app on Weibo which we hope will keep interest levels high. We have begun conversations with fans about key parenting milestones and encouraged fans to join in, emphasizing our strong standing with families. We have also created entertaining GIF animations promoting the app that both parents and kids can laugh along to. Our fans in China are a discerning audience and like to get the opinion of bloggers and celebrities that they trust. For that reason, we shared the app with influential mommy bloggers and celebrities with young kids who, in turn, posted photos of their little ones using the app. We really want to show people how enjoyable the app is for the whole family.

Q: Since the app is targeting at parents and children. the parents and kids are very popular topics in China recently. what is your point of view of this marketing group? How will this group of targets helps the crocs branding?

A: We’ve witnessed the success of the parent-kid reality show in China and thus understand the importance of the topic in China recently. Therefore, our strategy to market this app in China at this point of time is to make sure, knowing parents are the target audience for our communication, we win their hearts by showing we understand their challenges and what they have to deal with on a day-to-day basis. We want to position ourselves as a kids-friendly brand and Crocs Little is the buddy that kids can grow up together with.

Q: Until now, what positive effect has the App brought to Crocs or have you achieve your goals through releasing the App, like improving sales or something else?

A: In just one month since its launch in China, the app has been downloaded almost 70,000 times and we have been given a 5 Star rating from the 400 or so reviews and ratings we have received. There has also been a lot of positive feedback about the app on Weibo, describing it as helpful to their parent-child relationship.

Q: In this case, what valuable experience do you have to share with other brands?

A: It is vital that you know your consumer well and explore the potential of your own business to produce that will deliver great values to contribute to the business and consumers at the end of the day.

Q: What is the percentage of crocs marketing plan is digital / Social? In your point of view, what a role does digital marketing play in brand propaganda?

A: Digital/social has been playing a leading role in our overall integrated marketing communication and campaign plan. Starting from marketing strategy to creative development and activation, digital/social sits at the core of the entire ecosystem. In China, we have been particularly proactive in driving digital innovation project. Besides, the dedicated support from local digital & e-commerce team has given us the solid ground to identify China as the pilot market to roll this app out first. Now the countries coming up in the pipeline for launch are Hong Kong, South Korea, Australia and other South East Asia countries. We will keep investing more digital innovation projects for APAC region and for sure China is on the top list of market rollout.