Crumbl

The Objective

Crumbl Cookies' fast-growing cookie business has developed a cult following thanks to its weekly rotating menu. The brand follows more of a sneaker model than traditional food and beverage, with new flavors dropping every Sunday. The FOMO-inducing nature of its limited releases makes TikTok a natural fit for the brand. To create cookie hype and gain new customers, Crumbl wanted to amplify its organic presence to build a loyal customer base on the platform. There was one single item on their order: hit one million TikTok followers.

The Solution

Crumbl Cookies has rapidly created a demand for its rotating menu of specialty flavors. The brand wanted the same type of hypergrowth on TikTok, making its goal clear and focused on fast follower growth. The campaign used Spark Ads from Crumbl's profile to help reach its objective, quickly elevating the brand's content to drive video views and boost follower count.

Crumbl's drool-worthy flavor release videos bring customers in and create demand. By leveraging Spark Ads, the brand could ensure more visibility while showing up authentically on the platform. Moreover, Spark Ads allowed Crumbl to keep things fresh with a constant stream of evergreen creative that aligned with product drops. The ads also allowed the brand to test, learn and react as it saw what resonated with the TikTok community.

Engagement was a key ingredient in reaching its one million follower goal, and the brand's content makes it easy to delight. Crumbl's videos bring the TikTok community into the baking experience, showing the behind-the-scenes creation of each limited release. Crumbl has built hype using #crumblreview and #tasteweekly, inviting users to review the weekly drops. The #crumblreview hashtag is sweetly stuffed with user-generated content, helping to grow followers organically while making the community feel a part of the brand. With over 231 million views on the hashtag, #crumblreview plays a massive role in getting the word out and creating hype around the brand's fun and unique flavors like bubble gum, funfetti milkshake and peanut butter jamwich.

The Results

The cookie hype is real. Crumbl's Spark Ads campaign reached 22 million, quickly introducing its rotating menu of cookies to the TikTok community. It reached its million-follower goal fast, too. So Crumbl doubled down and upped the goal to 2 million followers during the campaign — and reached it as well. The brand saw a 1,500% increase in follower count during the two-month campaign, overdelivering and beating out its initial goal of one million followers.

TikTok has now become Crumbl's main channel. The brand continues to run video view campaigns via Spark Ads, bringing weekly releases and #crumblreview to more TikTok users daily. Crumbl has since amassed another million followers, bringing its loyal customer base to over three million*. Talk about a recipe for success!

 *As of November 12, 2021