Crocs is an American footwear brand that was able to make its resurgence thanks to TikTok’s flicker, flash, flare content strategy. Currently, the brand has over 552 thousand followers and 3.1 million likes on the platform.
Flicker, Flash, Flare: How It Works
Here’s a quick breakdown of the strategy Crocs used:
- Flicker content: This involves creating reactive content that maximizes community engagement. It compels people to participate in trends like hashtags, memes, etc.
- Flash contententails creating planned/episodic content that highlights a brand’s product. It makes use of recurring storylines or formats.
- Flare content: Crocs uses its Flare strategy to promote more extensive campaigns. The primary purpose is to inspire the creation of UGC through hashtag challenges and the like — complemented by collaborations with influencers. Crocs created the #StrapBack challenge to promote its partnership with Afterpay. Crocs hired influencers to create content highlighting Crocs' affordability, asking viewers to create their own.
As a seasoned digital marketing expert with a focus on social media strategies and brand resurgence, I've closely followed the success stories of various companies in leveraging platforms like TikTok. The case of Crocs and its remarkable resurgence through TikTok's flicker, flash, and flare content strategy is a testament to the power of innovative marketing approaches in the digital age.
Crocs, the American footwear brand, strategically employed three key components to its TikTok campaign: flicker content, flash content, and flare content. Let's delve into these concepts to understand how they contributed to Crocs' success:
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Flicker Content:
- Flicker content involves the creation of reactive content that maximizes community engagement. It prompts people to participate in ongoing trends, including hashtags and memes. For Crocs, this meant actively participating in and driving trends that resonated with the TikTok community. This dynamic content strategy not only boosted the brand's visibility but also fostered a sense of community engagement.
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Flash Content:
- Flash content, as implemented by Crocs, entails the creation of planned or episodic content that highlights the brand's products. This could involve recurring storylines or specific formats designed to showcase the features and benefits of the product. By incorporating flash content into their TikTok strategy, Crocs effectively showcased their footwear in a visually appealing and planned manner, ensuring their products remained in the spotlight.
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Flare Content:
- The flare strategy employed by Crocs goes beyond individual content pieces. It focuses on promoting more extensive campaigns that inspire user-generated content (UGC) through hashtag challenges and collaborations with influencers. A notable example is the #StrapBack challenge, created to promote Crocs' partnership with Afterpay. This campaign involved influencers showcasing Crocs' affordability and encouraging viewers to participate by creating their own content. This collaborative approach not only expanded Crocs' reach but also tapped into the creativity of the TikTok community.
In summary, Crocs' success on TikTok is a result of a well-crafted combination of flicker, flash, and flare content strategies. The brand effectively engaged the TikTok community, highlighted its products through planned content, and orchestrated larger campaigns to encourage user participation and collaboration. This multifaceted approach has not only contributed to Crocs' resurgence but also serves as a noteworthy example of how brands can thrive in the ever-evolving landscape of digital marketing.
