Crumbl Cookies: Key Ingredients for Viral Marketing Success
Within the last few years, Crumbl has worked its way into the mainstream, earning its place as a household name among American cookie-lovers. The brand’s viral appeal has driven immense reach, a massive social media following and record-breaking profits. With over 1K locations across the U.S. and the successful implementation of several lucrative partnerships with big names and brands, it’s clear that Crumbl has landed on a winning formula.
Looking to replicate Crumbl’s recipe for marketing success? Here are some key takeaways you can apply in your own marketing strategy:
Baking Up Success on Social Media
Crumbl’s strategic investment in producing high-quality social media content has undoubtedly been a keystone to its viral marketing success. Co-founder Jason McGowan confirms, “Our strategy right from the beginning was social media.” With the support of a dedicated 30-plus person social-media team, the brand’s focus on its social channels has paid off in spades amassing them a combined total of well over 10 million cross-platform followers.
In food marketing, it’s often been said that, as consumers, we eat with our eyes first. One look at Crumbl’s Instagram page shows that they have expertly applied this concept. The cookie giant’s eye-catching Instagram feed, punctuated with delightfully pink branding just as sweet as the sugary confections they create is laden with mouth-watering high-resolution shots and slow-panning videos of its latest cookie flavors. The clever marketing ensures that if you weren’t hungry before scrolling, you’ll surely be left craving one of the signature treats after laying eyes on their social feed.
A Custom Batch of Content on TikTok
It’s impossible to discuss Crumbl’s social media strategy without touching on its meteoric rise on TikTok. As of December 2024, the Crumbl TikTok page has reached a massive following of 9.6 million users. To put this number into perspective, listed below are the number of TikTok followers for other popular food and beverage brands:
- Dunkin’ Donuts: 3.4M followers
- Starbucks: 2.2M followers
- Oreo: 2.1M followers
- Cinnabon: 408K followers
- Cold Stone Creamery: 142.7K followers
- Smoothie King: 116.6K followers
- Nothing Bundt Cakes: 55.7K followers
Rather than solely repurposing content such as Reels from its other social platforms, Crumbl has invested time and effort into creating unique content optimized for TikTok. This mix of authentic, vertical short-format video content has resonated especially well with the Gen Z audience on the platform. The brand has built and fostered a sense of community through its TikTok content which includes highly-anticipated announcements and unboxings of its 5 new flavors which rotate weekly, behind-the-scenes glimpses captured by employees and resharing of user-generate content (UGC) in the form of cookie reviews.
@crumbl ⚪ WHITE CHOCOLATE RASPBERRY CHEESECAKE (NEW) | 🟫 CINNAMON SQUARE | ❄️ FROZEN HOT CHOCOLATE | 🟤 PECAN CHOCOLATE CHIP (NEW) | 🎄HOLIDAY CONFETTI | 🔴 CRANBERRY WHITE CHIP | 🧁 SNICKERDOODLE CUPCAKE | 🍪 MILK CHOCOLATE CHIP #Crumbl ♬ original sound - Crumbl
Keeping Things Fresh
One of the marketing tactics Crumbl has seemed to master is the art of keeping things new and fresh; never dull and repetitive. A simple yet key way they have achieved this is, once again, through its weekly new cookie flavor releases. While its chocolate chip and sugar cookie varieties are menu staples, Crumbl rotates the five other cookie flavors on a weekly basis. The anticipation of what new cookie flavors will drop each week drives a sense of excitement among the brand’s loyal enthusiasts. It also creates a sense of scarcity and urgency, encouraging consumers to run to their local Crumbl location to try these new, trending flavors during their limited window of availability. Similarly, Crumbl frequently promotes new branded merch, some of which consists of limited-time-only items.
In 2023, Crumbl kept fans on their toes by dropping “Cookies” from its namesake and changing out its logo and colors. The brand’s name change was said to open the door for expansion into offering other desserts beyond just cookies including cheesecakes, ice cream and empanadas. In April of 2024, Crumbl announced a once-weekly batch of mini versions of its cookies marketed as “Mini Mondays.” The mini cookies were well-received by consumers and have since become a menu staple.
Sprinkling in Star-Studded Partnerships
Another way Crumbl has drawn eyes to its brand and kept things exciting is by continually finding creative ways to partner with influencers, celebrities and other big brands. On December 3, Crumbl announced its partnership with Tonight Show host, Jimmy Fallon, to promote his own limited edition “Holiday Seasoning” Candy Cane Brownie, which was only offered through December 8. Crumbl also recently partnered with beauty and skincare brand, Dove, to release a limited edition Dove x Crumbl collection of body care products inspired by popular Crumbl cookie scents including Confetti Cake, Lemon, Glaze and Strawberry Crumb Cake all available exclusively through Walmart.
Past collaborations have included an Olivia Rodrigo ‘Guts’-Themed cookie for the singer’s related album release, a limited edition 6-pack of cookies inspired by Kylie Jenner’s beauty brand, Kylie Cosmetics and launch of “The Afterlife Cake” promoting the much-awaited 2024 film, “Beetlejuice, Beetlejuice.”
Marketing Strategy for Smart Cookies
Ready to take the next steps in applying these takeaways to your own marketing strategy? Beyond Fifteen is here to help! As your dedicated digital marketing and PR agency, our team has the knowledge, skills and experience needed to elevate your social media, influencer marketing and media relations efforts. We know how to turn a cohesive strategy into dough (not the cookie kind) and can confidently walk you through each one. Get in touch with us today!
