Marketing Featured Southeast Asia

Crocs amongst new accounts bagged by partnership management

Singapore – Global partnership management platform,, has announced new several client wins in the Southeast Asia region for the first quarter of 2022. The additional renowned brands include, Eqonex, and Yolofoods.

Antoine Gross,’s general manager for SEA, commented that they are delighted that the strong demand for affiliate and influencer marketing in SEA has enabled them to quickly scale up their operations.

“The online advertising landscape keeps evolving rapidly and is becoming increasingly challenging for brands to grow. Moving towards a cookie-less world, where mistrust among consumers towards traditional advertising is rising, it’s our mission to provide alternative ways for advertisers to grow beyond the duopoly of Facebook and Google and reach new customers and drive revenue for their businesses through partnerships,” said Gross.

Scaling up the team within SEA, has also appointed key hires, including Nicole Quah, the new head of influencer partnerships for SEA, and Cris Tan, the new partner development manager.

Marketing Featured East Asia

Crocs China rolls out interactive campaign to promote new ‘Crocs for Yang Mi’ collection

Shanghai, China – Global footwear brand Crocs in China has launched an interactive and playful, physical installation at Taikoo Hui Shanghai, in order to promote the ‘Crocs for Yang Mi’ collection, with global brand ambassador Yang Mi, tapping into the Chinese actress’ enormous fanbase. 

According to Crocs, the creative idea was inspired by Yang Mi’s personal style that a person is neither sweet nor only cool, encouraging fans to discover and show the multi-side charm of the campaign message, ‘Come as you are’.

Created in collaboration with digital production company MediaMonks, the campaign execution will be via an experiential installation at Taikoo Hui mall, where photo booths were set up to capture its campaign theme ‘The Yang Mi Sweet and Cool Style’. 

With three selfie booths that uniquely depict each of the Mi-styles and maintain the key visual aesthetic, the campaign seeks to stay close to Yang Mi’s fans and the Gen Z female consumers, who are split into style-shoppers and true-love fans.

Fans could personalize the photo moment with three shareable booths furnished with interactive photo, sound, and lighting booths. The control panels in front of the booths opt for the visitors to experiment with the set in order to find their own sweet and cool style. 

Furthermore, various Jibbitz charms will be used to personalize the photo moments by putting them on the interactive board. This will activate a real-time personalized soundscape with a fitting lighting setup, echoing Yang Mi’s sweet and cool styles.

Each booth will also have its own soundboard to reflect its interior design. With 10 sound layers on the soundboard and a maximum of 4 Jibbitz charms to move around, there are over 1000 different possible combinations that can be made by users. For each installation, a personal sound or phrase that represents the mood will be created, which urges consumers to record and share on their social media platforms with an incentive that can be redeemed in the Crocs Energy Store in the Taikoo Hui mall.

Currently, over 8,000 people have engaged with the activation, generating 1.79 million impressions with 32% of the installation visitors converting to store visitors.

Marketing Featured East Asia

Crocs picks Essence China for its integrated media business

Shanghai, China – Full-service media agency Essence China has been appointed by Global footwear brand Crocs in China to be its media partner to handle the brand’s integrated media business.

Essence will be managing the brand’s strategy, media planning, media activation, and content innovation for Crocs’ digital and offline brand and performance marketing campaigns.

In China, Crocs products are available on e-commerce platforms such as Tmall and, and in retail stores across the nation.

Senior Marketing Director of Crocs in China, Hao Xu, commented that the brand is committed to making the world “a happier place” through continued innovation and creativity. Hao Xu further shared that they were looking for an agency partner to accelerate their efforts in a year of rebranding, deepening their relationship with consumers in the e-commerce space, and capturing new opportunities in the market.

“With Essence’s integrated media offering, and expertise in data-driven brand and performance marketing, we look forward to working closely with the team to drive Crocs’ brand transformation and business growth in China,” said Hao Xu.

Meanwhile, Benjamin Wei, managing director of Essence China, said that Crocs and Essence share a “tireless pursuit” of innovation, creativity, and improvement with a people-first approach. 

“With a mission to make brands more valuable to the world, Essence’s belief is that when brands like Crocs put people first, they have tremendous potential to make the world a better place – creating real value for consumers while fueling organizational culture and success. We are delighted to collaborate with Crocs to deliver valuable advertising that reinforces its vision of ‘everyone comfortable in their own shoes’ and propel its growth across China,” added Wei.