Sending Crocs viral

with 138 links in international media

Mobile

Project type

Reactive and Newsjacking case studies

Client

THE SOLE SUPPLIER

Live date

May 2021

Nicki Minaj’s controversial shoe choice

created 138 links

The challenge

The Sole Supplier came to us to build brand authority and land links in authoritative publications in both the UK and US. We wanted to find a great reactive opportunity to jump on to reach this goal, so set our Early Risers tool to work to find something relevant and exciting for the brand.

The idea

We tracked a huge increase in searches for the last thing we expected: Crocs. After Nicki Minaj posted an Instagram of her in pink Crocs, searches for the divisive shoes boomed by a huge 4,900%. Our Reactive team, put our client at the centre of the conversation to land links and product placements as they trended

The results

Our reactive work brought in 138 links to Sole Supplier from publications including Billboard, The Independent and Grazia in a matter of hours. The social posts referring to the data gained 50k shares across platforms, bringing a huge amount of brand awareness and authority to Sole Supplier - in short, we smashed our goal.

Search demand went through the roof, seeing a 4,900% increase in people looking for sneakers and finding our client.

138

Links

50k

Social shares

4900%

Search increase

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