If the Shoe Fits, the Statue Wears It

    Creative Experiences
    Social Transformation

Challenge

When Crocs teamed up with Digitas, they were on a mission: create something bold, buzzworthy, and unmistakably Crocs—no logo needed. With over 13 million followers and a global fanbase, Crocs brings out everyone's inner child by championing comfort, practicality, and a playful spirit. Crocs wanted to keep pushing the boundaries of playful creativity and deepen their connection with their audience.

Insight

Digitas identified that IRL activations are crucial for generating earned media. To ignite conversation, storytelling needed to lead the experience. Partnering with a creator who felt culturally relevant and creatively aligned with Crocs' playful spirit would add authenticity and deepen the audience’s connection to the brand.

Virality Through a Creator-led Citywide Scavenger Hunt

Digitas launched a mysterious new TikTok account without revealing who was behind it. In collaboration with artist Anthony Po, the account shared teaser content showing him in disguise placing Crocs on well-known NYC statues. Clues were dropped through riddles and visuals, inviting audiences to follow along and explore. 

 

The result was a playful, creator-led scavenger hunt that generated excitement and virality, all with zero paid media. With the city as a playground, Crocs redefined what it means to be a part of culture— no logos, just authentic engagement through strategic social and IRL activation.

"I just put Crocs on this bear."
Duck statue with Crocs

Wearing an incognito costume, Po dropped weekly emoji riddles in the account's bio to hint at each new statue location. He then posted guerrilla-style flyers across the city. Crocs' involvement in the account remained completely unknown for weeks, relying on community curiosity and viral momentum to build brand lore.

Man in hoodie and mouse statue wearing

The scavenger hunt culminated with a giant, five-foot Croc signing, encapsulating the campaign’s effort to truly involve consumers as active participants rather than passive viewers. The campaign succeeded by leveraging a creator and his creative storytelling, authentically collaborating with the community. Crocs earned social vitality through a strategic content drip and evolving lore, giving audiences more as the campaign unfolded and maintaining just enough secrecy to build excitement and pique curiosity through to the final reveal. 

 

With the Digitas Social Transformation Team driving strategy and execution, the campaign sparked viral joy and helped Crocs connect deeply with playful consumers, all without traditional media spend. By tapping into the power of absurdity and spontaneity, Crocs proved that the brand shows up in imaginative and unforgettable ways.

  • 360K

    Followers organically gained in 6 weeks

  • 1M

    Views on Anthony Po’s YouTube Reveal Video

  • 3.4M

    Total likes across Kid with Crocs TikTok content