Aug. 10 at 10:34 AM
$BZUN
Baozun Supports Crocs with Differentiated Livestreaming Across Platforms
Baozun Location delivered two differentiated livestreaming programs for Crocs as part of the brand’s “Summer in Bloom” campaign, tailoring the content strategy to each platform. The Tmall broadcast focused on product functionality and styling to convert consumers with strong purchase intent, while the Douyin broadcast leveraged Jibbitz styling, lifestyle content, and entertainment-driven programming to maximize engagement and viewership. The team also extended Crocs’ signature Jibbitz charms beyond footwear into accessories such as hair clips and necklaces, highlighting the brand’s emphasis on customization and self-expression.
Meanwhile, Baozun Insight coordinated Xiaohongshu content seeding that helped the “Ballet Crocs” gain traction as a popular seasonal product, demonstrating how Baozun’s livestreaming and digital marketing capabilities worked together across Tmall, Douyin, and Xiaohongshu.
