How Crocs used PR to go from fashion faux-pas to cult classic

Rewind five years and if you were wearing Crocs you would get more than a side-eye across the street, but now they’re a wardrobe essential, racking up 32.billion views on TikTok videos alone, and skyrocketing in search terms. 

So, how did they do it?

They used PR. 

They changed the way people feel about their brand, and won the hearts and minds of customers over a relatively short period of time, and there were three key elements to their brand transformation.

They became relevant 

In an age where they were uncool, Crocs became relevant by positioning themselves within cultural moments and becoming a brand that put their customers centre stage. 

They knew their audience 

They’re marmite and they know it, but knowing their customers helped transform the brand so that they could get their product in front of the right people in the right places. Cue a whole range of charms and add-ons (did you see the Shrek ears) to adorn Crocs with, and their captive market was sold.

They doubled down on their product

When things get tough it can be easy to start flitting around, but Crocs doubled down on what they do and went in hard, with styling tips from editors, bridal crocs, cowboy crocs and everything in between. 

PR is about getting your brand message in front of the right audience and using different media tactics to do just that. With 3.2billion video views on TikTok and counting, and skyrocketing search demand for the shoes, this is a case of PR done very, very well. 

Are you team Crocs or team not?

Whether you love them or hate them, you can’t deny they’ve pivoted and scaled a brand that is culturally relevant, and somehow, loved by many. 

PR is forever, not just for a rebrand or pivot, watch our Core membership demo, and we’ll show you how you or your team can take charge of PR and become the expert.