Built to Scale
How automating Crocs' campaign structure unlocked 208% revenue growth
250%
revenue growth 2023 vs 2022
208%
revenue growth 2024 vs 2023
105%
revenue growth 2025 vs 2024 (to date)
About Company
Crocs is a global footwear brand known for its clog-style shoes designed for casual, everyday and professional wear, with global scale built on a digital-first strategy and high-profile celebrity and fashion collaborations.
Company size
Enterprise
Industry
Retail
Brainlabs featured services
Paid Social
Paid Search
See what Brainlabs can do for your team
Speak to a BrainlabberThe challenge
Crocs hit a growth ceiling in 2022 that their existing setup wasn't equipped to break through.
Their product line was diversifying rapidly, EU sales were slowing, and there was untapped demand they couldn't reach. Their audience strategy hadn't kept pace with the demands of a large, diversified SKU count, campaign structures were heavily manual and difficult to scale, and there was no consistent way of working across markets. The result was a fragmented approach that wasted budget, blocked meaningful insight, and made accelerating growth in the competitive EU market increasingly difficult.
Key friction points:
- An outdated audience strategy misaligned with a rapidly diversifying product range
- Heavy reliance on manual campaign structures that couldn't scale efficiently
- No standardised execution across markets, limiting the ability to share learnings
- Untapped demand in the EU with no scalable framework to capture it
Our approach
1. Realigning audience strategy around the full product range
We restructured Crocs' account to ensure their audience approach kept pace with their diversifying product range. Key collaborations and partnerships were strategically prioritised, focusing resources on the highest-potential revenue drivers in the EU market. The first search project alone delivered a 589% revenue uplift and a 29% ROAS increase year on year, which gave us the foundation to go further.
2. Consolidating and automating campaign structures
We consolidated Crocs' platform structures and introduced automated bidding alongside BL proprietary campaign architecture, reducing manual workload and creating the efficiency needed to scale. A full search restructure ahead of Black Friday delivered a 253% revenue uplift with stable ROAS, and a subsequent Meta restructure drove an 8% ROAS uplift and 32% conversion rate increase year on year.
3. Standardising execution and expanding into new channels
We introduced a ways-of-working document to standardise execution across markets and automated reporting so teams could focus on strategy rather than data wrangling. With a stable, scalable foundation in place, we expanded into Pinterest, TikTok and Shopping, with TikTok alone contributing to Crocs' greatest Black Friday to date, delivering 80% revenue growth and a 31% ROAS increase year on year.
We restructured Crocs' account to ensure their audience approach kept pace with their diversifying product range. Key collaborations and partnerships were strategically prioritised, focusing resources on the highest-potential revenue drivers in the EU market. The first search project alone delivered a 589% revenue uplift and a 29% ROAS increase year on year, which gave us the foundation to go further.
2. Consolidating and automating campaign structures
We consolidated Crocs' platform structures and introduced automated bidding alongside BL proprietary campaign architecture, reducing manual workload and creating the efficiency needed to scale. A full search restructure ahead of Black Friday delivered a 253% revenue uplift with stable ROAS, and a subsequent Meta restructure drove an 8% ROAS uplift and 32% conversion rate increase year on year.
3. Standardising execution and expanding into new channels
We introduced a ways-of-working document to standardise execution across markets and automated reporting so teams could focus on strategy rather than data wrangling. With a stable, scalable foundation in place, we expanded into Pinterest, TikTok and Shopping, with TikTok alone contributing to Crocs' greatest Black Friday to date, delivering 80% revenue growth and a 31% ROAS increase year on year.
The results
Consistent triple-digit revenue growth year on year has pushed the EMEA arm of Crocs to the forefront of the business.
Since working with Brainlabs:
Since working with Brainlabs:
- 250% revenue growth in 2023 vs 2022, driven by search restructure and Meta activation
- 208% revenue growth in 2024 vs 2023, including a 2,156% revenue increase following full Meta account takeover
- 105% revenue growth in 2025 vs 2024 (to date), the highest revenue month in the partnership recorded in 2025
- Crocs' best Black Friday on record, with 80% revenue growth and 31% ROAS increase year on year
250%
revenue growth 2023 vs 2022
208%
revenue growth 2024 vs 2023
105%
revenue growth 2025 vs 2024 (to date)
