Crocs marketer Carly Gomez on TikTok creators and the rise of microdrama content

Summary

Crocs' lead marketer Carly Gomez discusses at Cannes Lions how the brand is leveraging TikTok creators and experimenting with microdramas — short, episodic content formats — to engage younger audiences. She highlights the importance of authentic creator partnerships and adapting to platform-native storytelling rather than repurposing traditional ads. The interview covers Crocs' evolving social media strategy, the role of community-driven marketing, and how the brand balances its quirky identity with broader commercial goals.

Source

bskyCrocs marketer Carly Gomez on TikTok creators and the rise of microdrama contentbusinessinsider.com