Marketing Done Right: Crocs

Read Time: 1 Minutes 30 Seconds

Hey there,

In today's edition we’ll be covering:

• The Croc’s campaign that broke the internet

• The 3-step viral formula

• Why "meta narratives" are the secret to building die-hard fans

Let's be honest.

Most brand campaigns look something like this:

➡️ Find a trending video

➡️ Slap your product on it

➡️ Hope it goes viral

But here’s what ends up happening

People see your content then forget about it right after…

there's no deeper connection being built

So here’s how @anthpo cracked that code with his legendary Crocs campaign

The Campaign That Broke the Internet

It all started with an account called "Kid with Crocs"

One character on a mission to put Crocs on statues all over New York

Eight statues. Eight videos. Posted every five days.

The result?

One of the most memorable brand campaigns in recent history.

A true masterclass in world building.

So let’s break it down…

The 3-Step Viral Formula

In our interview, Anthony gave 3 specific steps that any creator or brand can use:

Step 1: Effort > Engagement Bait

"Brands always try to think, what's the easiest route I can take? But that doesn't build you a fanbase."

While everyone else was following trends and taking shortcuts

Anthony went to lengths other creators wouldn’t to create something genuinely unique.

The lesson: Don't take the easy route.

Effort compounds into attention, and attention compounds into loyalty.

Step 2: Build Consistency + Timeline

Anthony didn't just post randomly.

He had a clear plan:

• 8 specific statues listed in the bio

• Posted every 5 days religiously

• Each video was similar enough to be part of a series, but different enough to stay interesting

This created anticipation.

Viewers weren't just watching content—they were following a journey.

The lesson: Create predictable moments or a series your audience can keep coming back for.

Step 3: Engage with your Audience

“I DMed so many people. I would respond to comments, post fan art - when people get responses, their heart is full."

Oftentimes creators treat content like a one-way street.

To create loyalty you have to make it a two-way conversation:

ie. live calls, respond to comments, DMs, IRL meetups

The lesson: Authenticity doesn’t scale but one small interaction means the world to your fans so do the unscalable work.

The Meta Narrative Secret

Here's where Anthony's strategy gets really interesting.

Most creators focus on going viral.

Anthony creates meta narratives. 

"There's the narrative of the video you're watching, and then there's the thing you tell your friends about."

With the Crocs campaign, people weren't just sharing individual videos.

They were explaining the entire campaign:

"There's this guy who puts Crocs on statues all over New York."

What’s the one-liner your viewers would use to describe your content?

Highlights

Anthony's success with Crocs wasn't an accident.

It was the result of understanding something most brands miss:

People don't just want products.

They crave a sense of identity and belonging.

Whether you're a creator looking to build an audience

or a brand trying to cut through the noise, the principles are the same:

Create worlds, not content.

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Ryan To