Welcome to the Spotted Review, an ongoing series where we analyze and grade the strength of the latest celebrity collaborations and partnerships — powered by data.
In the latest edition, the Spotted Review Team examines actress Drew Barrymore’s partnership with casual footwear brand, Crocs, following the second year kick-off of the brand’s “Come As You Are” global marketing campaign.
Download this edition of the Spotted Review now to gain exclusive insights into:
- The overall strength of the partnership between Drew Barrymore and Crocs
- The overlap between Drew Barrymore’s online audience and Crocs’ online audience
- Drew Barrymore’s relevance, momentum, and Instagram follower growth
- The brands Drew Barrymore is spotted most frequently with on Instagram and in paparazzi photos
The Context: Drew Barrymore for Crocs
Drew Barrymore is a 43-year-old American actress, author, director, model and producer. Since her breakout role at the age of seven in Steven Spielberg’s E.T. the Extra-Terrestrial, she has starred in numerous films including Charlie’s Angels, Never Been Kissed, Donnie Darko, and Grey Gardens.
As of 2017, she has starred in and served as executive producer for Netflix’s horror-comedy series, Santa Clarita Diet. She is set to star in and produce the upcoming film, The Stand-In (currently in pre-production).
Barrymore’s notoriously troubled and turbulent childhood was highly publicized. According to numerous sources and Barrymore’s own autobiography, she smoked cigarettes, drank alcohol, smoked marijuana, and used cocaine by the age of thirteen. Her nightlife, partying, and rebellious nature was a popular subject among the media, especially after two stints in rehab.
Barrymore has endorsed numerous brands over the course of her longtime career. She became a CoverGirl spokesperson in 2007 and served as a face of the brand for five years. In 2007, she was also the face of Gucci’s fine jewelry line and was named Ambassador Against Hunger for the United Nations World Food Programme. She later donated $1 million to the cause.
She founded Flower Cosmetics in 2013, which offers an affordable cosmetics line, sold exclusively at Walmart. She launched her own women’s fashion line, Dear Drew, in fall 2017 in conjunction with Amazon. The collection is sold on Amazon and in Anthropologie stores.
Crocs initiated its partnership with Drew Barrymore in late 2016 when she joined the brand’s “Come As You Are” campaign as one of four ambassadors. In summer 2017, Crocs announced a product collaboration for a line of special-edition footwear styles for women and children, designed in partnership with Drew Barrymore.
In this announcement, Barrymore said, “Working with Crocs as an ambassador for ‘Come As You Are’ has reinforced what I have always loved about the brand – it’s optimism, versatility and comfort, with a little bit of quirkiness. In a word, it’s me.”
Michelle Poole, Crocs Sr. Vice President of Global Product and Marketing, commented, “Drew has been hands-on in making sure that our Drew Barrymore ♥ Crocs collaboration personifies her optimistic personality, upbeat attitude and unpretentious spirit, while continuing to celebrate one-of-a-kindness through the universal feeling of love.” The Drew Barrymore ♥ Crocs Color-Block Collection debuted in February 2018.
On March 21, Crocs kicked off the second year of its “Come As You Are” global marketing campaign. The campaign is led by a feature film-inspired musical starring a singing and dancing Drew Barrymore, with versions featuring the brand’s global celebrity cast.
In a recent interview with Marketing Daily, Crocs CMO Terence Reilly explained why Barrymore is a good fit for the brand, “She is famous throughout the world, was a Crocs fan before we worked together, and embodies what it means to ‘Come As You Are’ in her daily life. Plus, she resonates with moms, one of our key global audiences.”
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