4 Million People Used the Crocs Snapchat Lens in Its First 10 Days

A little branded silliness goes a long way

The lens, which lets you put a Crocs Classic Clog on your head, has been a hit. Crocs
Headshot of David Griner

Quick show of hands: Who wants to wear a shoe on your head? If you raised an arm, whether with embarrassment or beaming pride, you’re not alone.

According to agency R/GA, the Snapchat lens it developed for the polarizing footwear brand was used by more than 4 million people in its first week. And yes, that’s 4 million unique users, not just four superfans posting a million selfies each.

The branded Snapchat lens, which launched April 9 with paid media support from agency McKinney, uses AR to digitally place a large Crocs Classic Clog over a Snapchat user’s head, with your face sticking out through the ankle hole. The idea is ridiculous—and has proven ridiculously popular.

“Our Classic Clog is instantly recognizable, which made the decision to invest in a Snapchat lens that allows consumers to interact with our signature product an easy one,” Crocs CMO Terence Reilly tells Adweek. “Seeing how much fun our fans are having and how many Snaps are being entered into our contest confirms this was a great decision for our consumers.”

While anyone can use the Snapchat lens without entering the contest, those who upload their selfie creation to the competition could win a Crocs prize package worth more than $400.

The Snapchat effort is part of Crocs’ current “Come as You Are” campaign, created with R/GA Austin and anchored by a musical number starring Drew Barrymore.

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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."