Part 1: How Crumbl Hacked The TikTok Algorithm (And Our Brains)

Crumble Cookie's Digital Strategy and Viral Success

Key Concepts: Digital-first strategy, social media marketing, Gen Z snacking culture, visual branding, product experience, brand assets, virality, event eating.

1. Crumble's Origins and Growth:

• Crumble, a dessert company specializing in oversized cookies, was founded in Logan, Utah in 2017.
• The company experienced rapid growth, fueled by a digital-first strategy centered on social media.
• Crumble has expanded to over 1,000 stores across the US and Canada.
• The company generated $158 million in revenue from franchise royalties.

2. Social Media Strategy and Virality:

• Social media was Crumble's primary marketing strategy from the beginning.
• The company focused on visually appealing products and branding to attract attention online.
• Crumble has a significant presence on TikTok, with 10.4 million followers, surpassing Starbucks, Dunkin', and Krispy Kreme combined.
• Over 107 million TikTok videos mention Crumble, with some videos accumulating hundreds of thousands of views.

3. Gen Z and Snacking Culture:

• Crumble's success is linked to the snacking habits of Gen Z and surrounding generations.
• The company caters to the "treat yourself" mentality, offering new and exciting cookie flavors.
• The rise in snacking culture has contributed to the popularity of Crumble cookies as a "mini meal" or "event eating" experience.

4. Product and Brand Experience:

• Crumble cookies are large, visually striking, and decadent, differentiating them from other cookies.
• The entire experience of discovering and enjoying a Crumble cookie is essential to their success.
• Crumble has effectively leveraged its brand assets, such as the pink box and the recognizable cookie design.
• The distinctive look, color, and size of Crumble cookies make them easily identifiable online.

5. Consumer Psychology and Appeal:

• Consumers are seeking pleasure and escapism, which Crumble cookies provide through their indulgent nature.
• Crumble's business model incorporates continuous ways to surprise and delight customers.

6. Conclusion:

Crumble's success is a result of a well-executed digital strategy, a focus on visually appealing products, and an understanding of consumer behavior, particularly the snacking habits and preferences of Gen Z. By leveraging social media virality and creating a unique brand experience, Crumble has established itself as a prominent player in the dessert industry.