Crocs Case Study

<Truth>

In 48hrs, with 1.3m views we turned haters into lovers.

For every die-hard fan, there’s a vocal hater shouting “you couldn’t pay me to wear them.” This wasn’t a perception issue. It was emotional. To grow love, we had to stare the hate straight in the eye.

Experience

Instead of dodging the trolls, we packed their bags.

When critic George Clarke repeated the famous line, Crocs said “Okay” and sent him on a fan-designed conversion holiday. From London to Amsterdam, fans shaped every moment in real time across TikTok and Instagram. Not an ad, a social experiment in love, comfort and community.

Impact

In 48 hours, a hater became a convert.

Former critics confessed. Baskets filled. Sales lifted.
Crocs didn’t just sell shoes — they turned cultural friction into connection.

  • 1.3M+

    views

  • 4x

    usual engagement

  • 20%

    engagement rate on the hero TikTok

  • 28s

    average watch time

Awards

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