Case Study: TikTok amplifies brand awareness with Afterpay

How Crocs and Afterpay Leveraged TikTok to Amplify Brand Awareness

The footwear brand Crocs partnered with Afterpay to launch a campaign aimed at increasing engagement with Gen Z consumers on TikTok. Their challenge was to effectively reach this valuable audience, which was spending significant time on the platform, particularly during the global pandemic.

Afterpay collaborated with Crocs to create the #StrapBack TikTok challenge, which encouraged users to create videos showing their Crocs in "sport mode" with the backstrap engaged. The solution included a custom rap song developed with a viral audio creator to inspire participation. This campaign generated 1.3M videos with the hashtag and achieved 6.8 billion views, with an 18.5% engagement rate, successfully driving massive brand awareness and authentic connections for Afterpay and Crocs.

TikTok