- Fresh off its new brand platform, Crocs is getting into the content creation game with a new scripted micro-drama on the ReelShort platform.
- The new series, “Charmed to Meet You,” is inspired by a Croc’s employee’s love story, following a couple as they connect over their shared love of the footwear and its Jibbitz adornments.
- The project was coordinated through CAA’s Media & Entertainment Partnerships team and is the first of other content ventures in development, according to the company.
So-called “microdramas” are becoming big business in the media world. According to Crocs, the category is expected to reach $26 billion in revenue by 2030, making the format an enticing opportunity for the brand’s first original content series.
The “Charmed to Meet You” series follows a young woman, Lexi, who has an affinity for Crocs. As she goes about her days, she notices a neighbor who also loves the footwear, but has not personalized them with the Jibbitz charms. To connect, she leaves one of her own at his door, leading to a flirtatious back-and-forth romance communicated through their exchange of Jibbitz.
Crocs recently launched a new brand platform with the overarching theme, “Wonderfully Unordinary,” to communicate that consumers don’t have to have everything figured out to be their authentic selves. The multi-year, omnichannel effort is the brand’s first new platform in 10 years and is anchored by a 90-second brand-anthem film designed to speak to a new consumer generation.
