The International Influencer Campaign that Made Crocs the New ‘It’ Shoe

Ever find yourself wondering how Crocs went from garden clogs and quirky Jibbitz to the cool shoe Gen Z wears on vacation? How they became the go-to travel sandal you actually want to be seen in?

At Adolescent, we like to think we had a little something to do with that glow-up.

When Crocs tapped us to develop an international influencer social campaign for their new line of Style Sandals, it wasn’t just about clicks or conversions. They wanted to reshape the cultural narrative, transforming Crocs from comfort-first footwear into a stylish, travel-ready staple that Gen Z could get behind.

Unexpectedly chic? That’s up to your taste. 

Comfortable, packable, and actually wearable? No contest.

Our mission: Prove Crocs Style Sandals are the only pair Gen Z needs in their suitcase.

Here’s how we brought that story to life, on social and beyond.

Building a Marketing Strategy That Speaks Gen Z

After Crocs challenged us with the task of positioning their style sandals as a go-to for Gen Z, we decided to help build out an international influencer social campaign that would create a story around the day-to-day wear of the shoe. Think: small moments around travel and ways to style the shoe on vacation, along with a few for everyday. 

Instead of surface-level content that felt almost as obvious as adding #paidad to the caption, we went deeper. Gen Z values authenticity, self-expression, and storytelling that feels real, honest, and relatable.

Our Creative Approach: Real Travel, Real Style, Real Comfort

From packing suitcases to exploring new cities, the creators who helped us with this international influencer social campaign focused on highlighting how these shoes can give both style and substance. Gone are the days of saying, ‘beauty is pain,’ while limping away in shoes that are uncomfortable to walk in, let alone travel in. Throughout our campaign, our creators kept their messaging consistent: ‘Crocs Sandals are the only pair of shoes I need when traveling.’ 

The message rang through as they created videos, stills, and storytelling videos around the shoes. 

Gen Z Messaging That Worked: The Key Talking Points

If there’s one secret to running a successful international influencer social campaign, it’s this: Don’t talk about Gen Z. Talk with them.

The minute you position yourself as the all-knowing adult in the room, you’ve lost them. Instead, listen first, learn what they value, and then deliver.

That’s exactly how we approached this campaign—and it showed. Here are some of the core messaging points that landed:

• “One pair to match all outfits.” → Styling flexibility for any wardrobe.

• “Comfy footbeds let you wear them all day and all night.” → For Gen Z, comfort is non-negotiable.

• “Lightweight and easy to pack in any bag.” → Small suitcases, big plans, and no worry about checked luggage.

• “And you won’t believe these are Crocs!” → The ultimate surprise-and-delight moment that redefines the cultural thought process around Crocs being a comfort shoe.

The Outcome: A Stylish International Influencer Campaign

With a strong concept and sharp creator briefs, our international influencer social campaign helped Crocs shift their brand perception with Gen Z travelers and fashion lovers alike.

 While performance data is still coming in, early signs from our campaign point to high engagement and a noticeable interest from Gen Z consumers in Croc’s style collection. 

For us, our hope is that Gen Z will realize Crocs aren’t just clogs, they’re the chic and practical sandal that is a must-wear. 

Marketing That Doesn’t Feel Like Marketing

The best Gen Z marketing doesn’t scream “ad.” It feels like a peek into someone’s life—a moment you happened to catch and connect with.

That’s what we built for Crocs. And that’s what we do every day at Adolescent.

If you want to build a campaign that earns trust, not just attention, skip the cookie-cutter creative and give your influencers room to create. They know their audience best.

We build creator-led, social-first strategies that actually work. Want to talk about what Gen Z can do for your brand? Let’s connect.