R/GA | Agency Profile, Contacts, AOR, Client Relationships

• An accompanying TikTok campaign, "Choose Your Mode," also launched to bridge a digital environment with Crocs's physical products.
• The campaign also involved various influencers who featured the new shoes on their own channels.
• Crocs's current influencer partners include SZA (see video above), Luke Combs, Wejdene, Daphne Groeneveld, Jazzelle, Sonja Morgan, and Hypebae.
• The company will likely:
  • Continue digitizing its strategy
  • Keep increasing spend
  • Seek additional new agency partners following a recent AOR hire (more below)
• Target demographic: 
  • Gen-Z and Gen Alpha with a male skew

Recent leadership shifts:

• Crocs hired global creative marketing VP Constantine Himonidis in January 2023 and NA marketing VP Smeeta Khetarpaul in February 2023.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Crocs has spent roughly $5.8m on digital ads, up 7% from the roughly $5.4m spent by this point in 2022.
  • YTD data: The shoe company has earned approximately 566.6m digital impressions YTD via desktop video/Twitch (30%), Facebook (28%), Instagram (27%), YouTube (13%), and desktop display (2%) ads.
  • Last year: In 2022, Crocs's estimated full-year spend of $16.4m totaled 25% less than the approximately $21.8m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with digital, OOH, print (magazines), TikTok, Facebook, Twitter, and online video (primarily via Youtube.com) ads.
  • Crocs sponsors podcasts such as The Dan Patrick Show, Garage Logic, Morning Brew Daily, Sinisterhood, and My Therapist Ghosted Me.

Additional agency insights: