Crocs Gets Creative With 'Facebook Collect' Campaign

"We had a growing fan base on Facebook and we wanted to take advantage of that growing fan base and convert them into email subscribers," says Andrea Stow, senior global e-marketing manager for Crocs. "We want to take those Facebook fans and convert them into purchasers."

Crocs treats its Facebook page primarily as a community forum — a place where its customers can get exclusive footage, dialog and interaction with the brand. "It's all about conversation," says Stow, "like-minded customers engaging with one another, engaging with the brand, getting behind-the-scenes footage, sharing videos and pictures that they wouldn't normally get in any other form."