Crumbl Cookies Influencer Marketing Strategy – Case Study

par Paul Boulet | Mai 27, 2025 | Conseils en matière de marketing, Nouvelles des influenceurs

Contenu

1. Packaging That Becomes Its Own Billboard

2. UGC as the Growth Engine

3. Strategic Celebrity Collabs

4. An Inbound Funnel for Influencers

5. Data-Driven Iteration

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

(And how Click Analytic helps brands do the same)

Estimated read time: 3 min

This week, we’re going deep on the most viral cookie brand the internet has ever seen: Crumbl.

From a single Utah bakery to $1B+ in annual sales, they didn’t just sell cookies—they engineered shareability, community, and influencer buzz from the start.

And they did it in a brutally competitive space, fighting for the same sweet tooth as Oreo, Insomnia Cookieset Levain Bakery.
But Crumbl didn’t outspend. They outsmarted.

Here’s the playbook they used—and how you can borrow it with a little help from Click Analytic, plateforme de recherche d'influenceurs 👇

Crumbl influencer content

1️⃣ Packaging That Becomes Its Own Billboard

If you want creators to post your product organically, don’t start with ads—start with packaging. Crumbl’s matte pink box isn’t just cute—it’s strategic.

Here’s how they turned cardboard into content:

Bold, minimal design = instantly recognizable in a sea of feeds
Unboxing moment = free ASMR content + product reveals
Massive cookies + rotating flavors = fresh content every week
Aesthetic layout = TikTok gold (especially for “review” creators)

💡 Smart takeaway: Treat your packaging as a content engine, not a cost center.

And if you do get posts, don’t let them disappear—Click Analytic can tracks influencer mentions and Influencer Performances, so you can reshare, boost, or repurpose in one click. (Sign up for free now)

2️⃣ UGC as the Growth Engine

No paid media? No problem.
Crumbl generated 10,000+ pieces of UGC per week—driven by community, not budget.

Here’s how:

Weekly rotating flavors create FOMO + fresh reviews
Hashtags like #crumblreview make it easy to join the trend
In-store displays encourage “rate this” and “reaction” content
Loyal fans became repeat creators

This is the holy grail of brand marketing—content that scales without cost.

💡 Want this flywheel? Use Click Analytic to identify top creators, and turn their content into owned assets (with proper rights, of course).

3️⃣ Strategic Celebrity Collabs

Forget chasing influencers at random. Crumbl timed their celebrity campaigns like product drops:

Olivia Rodrigo x GUTS cookie collab
Kardashians x limited-edition flavors

These weren’t vanity plays. They were strategic, time-sensitive collabs that matched cultural moments—and drove both content et conversions.

💡 Pro tip: Don’t just pick a big name. Pick the right creator at the right time and frame it like a drop.

Use Click Analytic to filter creators by reach, engagement rate or Audience Matching—not just followers.

4️⃣ An Inbound Funnel for Influencers

Crumbl didn’t wait around in the DMs.

They launched a full creator landing page—eventually turning into the “Kale Creator Community.” Here’s why it worked:

Clear entry point for brand fans to apply
Perks, early access, and seeding = built-in excitement
Scaled outreach without scaling the team

But here’s the reality:
Inbound is great—but you still need to qualify creators fast, manage gifting, and track performance in one place.

💡 That’s where Click Analytic shines:

Track performance, run product seeding, and manage outreach—all from one dashboard.

5️⃣ Data-Driven Iteration

Here’s what separates one-hit brands from category killers: feedback loops. Crumbl doesn’t just post and pray. They study what works:

Who’s responding to each drop
What content themes convert
What creators bring real ROI

This is how they optimized drops for Gen Z and family buyers, doubling down on what drove shareability AND store visits.

💡 Result? A reported 60% weekly increase in new orders during key promos (via StatSocial).
Use Click Analytic to mirror this: get real performance data, not just vanity metrics.

⚠️ 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.

🧠 TL;DR: 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 does all three.

Try it out now—or grab a free strategy session and we’ll help you find 3 high-performing creators to test with.
Low effort. High signal. Real results.

🔎 Book a free strategy call →

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