Crumbl Cookies Influencer Marketing Strategy – Case Study

 🍪 How Crumbl Cookies Turned Weekly Drops into $1B+ Sales

(And how Click Analytic helps brands do the same)

$1 Billion. That’s Crumbl’s annual revenue today. And it all started with one bakery in Utah.

How did they do it? Not just by baking great cookies. They built a brand designed to go viral.

Think: community, influencer buzz, and content people couldn’t stop sharing.

Crumbl stepped into one of the most competitive markets out there.
Oreo. Insomnia Cookies. Levain Bakery. All chasing the same sweet tooth.

But Crumbl didn’t outspend. They outsmarted.

We unpacked their strategy step by step.
Here’s how they did it, and how you can apply the same tactics with a little help from Click Analytic 👇

1️⃣ Packaging That Becomes Its Own Billboard

Want creators to post your product for free?
Don’t start with ads. Start with packaging.

Crumbl’s matte pink box isn’t just cute. It’s built for content.

Here’s how they turned simple cardboard into a viral engine:

• Bold, minimal design stands out instantly in crowded feeds.
• Unboxing moments double as ASMR and product reveals.
• Giant cookies and rotating flavors keep content fresh every week.
• Aesthetic layouts make TikToks practically shoot themselves.

💡 Smart takeaway:
Your packaging isn’t a cost. It’s a content strategy.

And when those posts go live, don’t let them vanish.
Click Analytic tracks influencer mentions and performance so you can reshare, boost, or repurpose everything in one click.

> Sign up for free now

2️⃣ UGC as the Growth Engine

No paid media? No problem.
Crumbl sparked over 10,000 pieces of UGC every week. All fueled by community, not budget.

Here’s what made it work:

• Weekly flavor drops kept content fresh and created real FOMO
• Hashtags like #crumblreview made it easy to join the trend
• In-store prompts encouraged “rate this” and reaction videos
• Loyal fans turned into repeat creators

This is the dream for any brand—content that scales without spending.

💡 Want to build your own UGC flywheel?
Click Analytic helps you find top creators and turn their content into owned assets, with full usage rights. Claim your 7-Day Trial

3️⃣ Strategic Celebrity Collabs

Stop chasing random influencers.
Crumbl didn’t just partner with celebrities. They launched collabs like product drops.

• Olivia Rodrigo with the GUTS cookie
• The Kardashians with limited-edition flavors

These weren’t just for show. They were timed to cultural moments, designed to drive both attention and sales.

💡Pro tip:
It’s not about the biggest name. It’s about the right creator, at the right time, with the right story.

Click Analytic helps you find those creators. Filter by reach, engagement, or audience match to make smarter picks. >Test it for free here

4️⃣ An Inbound Funnel for Influencers

Crumbl didn’t wait around in the DMs.
They built a creator landing page that became the Kale Creator Community.

Here’s why it worked:

• Easy access for fans to apply and join
• Perks and early drops made creators feel valued
• Scaled outreach without hiring a huge team

But here’s the truth…
Inbound interest is great, but you still need a system to qualify creators, manage gifting, and track what’s working.

💡 That’s where Click Analytic comes in.
Find more Creators, Track performance, send products, and handle outreach, all from one simple dashboard. 

5️⃣ Data-Driven Iteration

What separates one-hit wonders from lasting brands?
Feedback loops. Crumbl didn’t just post and hope. They studied the signals.

They tracked:

• Who engaged with each drop
• What content themes actually converted
• Which creators delivered real ROI

This let them fine-tune their strategy for Gen Z and family audiences.
More shareability. More store visits. More impact.

💡 The result?
A reported 60% jump in weekly orders during key promos, according to StatSocial.

Want to do the same?
Click Analytic gives you real performance data, not just vanity metrics. Claim your 7-Day Free Access!

⚠️ One Final Note: Virality ≠ No Rules

Crumbl’s rocketship came with a legal hiccup: Warner Music sued them for unlicensed audio in TikToks.

💡 Tip: Always clear your sound usage, or stick to royalty-free. UGC is powerful—but it still needs compliance.

What You Can Steal from Crumbl

• Build packaging for the feed, not the shelf
• Treat customers as creators—then track the best ones
• Drop collabs, not just products
• Make it easy for creators to apply
• Let data guide the next campaign

Want to Do This at Your Brand?

You don’t need Crumbl’s scale to start. You just need:

✅ Creators who already talk about your niche
✅ A way to find + filter by performance
✅ A tool to handle outreach, gifting, and content tracking

👉 Click Analytic covers all three.

Try it now or book a free strategy session. We’ll help you find three high-performing creators to test with.

Low effort. High signal. Real results.

🔎 Book a free strategy call →