Crocs Take Step Into Ad-Supported Microdramas With CAA

Key Highlights

• She leaves one of her own behind, creating a flirty dialogue told across short-form episodes.
• Related Stories Ed Helms and Nat Wolff Join Rachel Zegler in Comedy Drama 'She Gets It From Me' The tale will be told across five episodes, each likely one to two minutes long, says Alanna Strauss, head of content and marketing for CAA’s Media and Entertainment Partnerships team, which helped Crocs devise this content initiative.
• Viewers can find it on ReelShort, a streaming platform that offers exclusive vertical-video projects, including series and movies.
• Popular on Variety “Everyone’s kind of gearing up for it,” says Strauss of micro dramas, which are capturing more notice from talent and marketers.
• “And I think what Crocs is proving is that you can really, truly make it story-led versus just looking at these mediums as ad buys where you run your own content.” Procter & Gamble earlier this week launched a 55-episode “microsoap” called “The Golden Pair Affair,” which aims to entertain younger viewers with a romantic adventure but also promotes products from its Native line of personal goods.