In 2020 we helped Crocs develop a "Come As You Are" music playbook with a "Sing your OWN tune" positioning - This came to life first in Korea with the launch of the 2021 BRING IT SING IT music contest.
We released a specially created backing track - written by Universal Music Korea star SAAY - and encouraged young Koreans to "BRING IT SING IT" with their own lyrics for the track. We pushed out the campaign on multiple UMK and artist-owned owned channels, fronted by six specially-created animated Crocs mascots, including SAAY herself.
The campaign generated over 260 entries, 3.3 million impressions and a total reach of 3.5 million.
The lucky winner dueted with SAAY on a re-recorded track - released worldwide and supported by Universal Music Korea, and the campaign was renewed by CROCS for 2022 onwards.
the campaign launched to SAAY's 427k followers and on 7 other UMK-owned social channels
![](https://cdn.myportfolio.com/61192e3053d832cadd6c4965323014d6/24ee98d8-3ff4-4516-afc7-9c35382fd106_rw_1920.png?h=30fc411d5d373b606147396a60bbdec7)
We created six Crocs Mascots for the campaign to represent different Come As You Are music styles, and multiple animated and static post
![](https://cdn.myportfolio.com/61192e3053d832cadd6c4965323014d6/ff9560ee-8e77-415a-aa52-9d4e176a8d92_rw_600.gif?h=f8fa3570d504da32bffe5a79c2d3cfe6)
![](https://cdn.myportfolio.com/61192e3053d832cadd6c4965323014d6/2968516f-6f72-456a-aa95-18e83e47e2c3_rw_600.gif?h=438a12fbc6ceb927c709655757dbe776)
![](https://cdn.myportfolio.com/61192e3053d832cadd6c4965323014d6/dec28f6c-5a46-4192-bdfc-e3fccf3ce9e1_rw_600.gif?h=aee2d3d6977f38f10a96b34deadcf1c5)
![](https://cdn.myportfolio.com/61192e3053d832cadd6c4965323014d6/166724bf-d36f-4234-89db-c74b8a4810b4_rw_1920.png?h=da26e458b1446cfec14488c120350644)
There were over 260 song entries, cut down to a final shortlist of 20
![](https://cdn.myportfolio.com/61192e3053d832cadd6c4965323014d6/16cc341f-f947-42b4-9128-df47cf74a418_rw_1920.png?h=0842af224888b258e72e5133c7f563cf)
The track launches in November. Watch this Space
Example reminder post - the messaging was done in a mix of Korean and English to give the campaign a more international feel.
Example IG stories animation