• by Fern Siegel , 10 hours ago

Imagine a brand gaining 365,000 followers without a dime spent on media.

As part of a creator-led activation, Crocs partnered with content creator Anthony Po (known for his Timothée Chalamet lookalike contest) to anonymously launch @KidWithCrocs, a TikTok/Instagram account.

Po put miniature 3D-printed Crocs on well-known Central Park statues, including Alice in Wonderland and Balto the Husky. He even added tiny hats to the caterpillar and Mad Hatter.

Each statue drop was teased through emoji-riddle clues and guerrilla flyers, kicking off a citywide scavenger hunt. Po and Crocs were anonymous, eager to build curiosity.

Digitas facilitated the partnership between Crocs and Po — from conception to activation, producing a whimsical digital stunt and an IRL experience. The final reveal was shared in a collaborative post from Crocs and Anthony Po’s Instagram and a live performance event.

While Crocs are popular in many circles, the initial push dovetails with some U.S. schools banning the footwear in March, including Georgia, Florida, Alabama and 17 other states. The Savannah News reported administrators were concerned Crocs did not provide adequate support for students' feet, potentially leading to injuries from twisting ankles or knees.

Two weeks ago, the company announced better-than-expected Q1 returns. Revenues increased 2.4% to $762 million, or 4.2% on a constant currency basis.