Crocs is already loved for comfort and self-expression, but dismissed as unserious. We want to evolve from a quirky staple to a cultural icon. To do that, we enter a subculture where expression is the identity.
Introducing Book-tok
A massive sub culture on TikTok where readers share romance & fantasy book hauls, spicy recommendations, or emotional breakdowns.
They build lore, create memes, and even wear the character.
They can turn an unlikely object into obsession. Crocs just needs the right story.
They can turn an unlikely object into obsession. Crocs just needs the right story.
Big Idea:
We launched BookHaus: A Seasonal Storytelling Series created with BookTok-favorite authors, featuring original mini-novels inspired by the comfort, weirdness, and charm of Crocs culture.
Audiobook
For the chapters released we will have an audiobook version released along with them.
This audio season will feature the voice of Aubrey Vane, and a bit more foley work to give the story atmosphere.
This will double the potential for user engagement and enjoyment, and embed us more as an actually ‘novel’ in the Booktok community.
Listen here to our first 2 chapters, written by yours truly. 11:34
First Three Chapters of
"Cold-blooded Crush" Here
"Cold-blooded Crush" Here
