Slow periods used to be time for a pat on the back and a vacation… but things have changed.
Now, brands have to drive consistent sales all year long to maximize earnings and stay ahead of the ever-growing competition.
We'll let you in on a secret: You can drive revenue during slow periods without burning yourself out.
Let’s use Crumbl as an example. Working with Later Influence, they created an influencer marketing campaign that generated $1.2M in earned media value with over 175k engagements.
Here’s what you can learn from Crumbl to boost sales during slow months.
Table of Contents
How Influencers Helped Crumbl Drive Sales During a Slow Period
Crumbl had a challenge ahead of them: known for cookies and desserts, the franchise chain often saw a sales slump during the holiday season.
Working with Later Influence, Crumbl built an influencer campaign to increase audience awareness and sales during a traditionally slow period.
First, the campaign started with a repositioning. Rather than just talking about their products as a sweet little treat, the campaign positioned their desserts as the perfect gift for the holiday season.
Crumbl worked with Later’s Services team to source influencers who could develop engaging holiday-themed content for TikTok.
Crumbl hired 5 diverse creators – dance enthusiasts, fashion influencers, family-focused creators, and even a previous Bachelor contestant – to ensure the Crumbl message was spread widely.
The Later Services team was a trusted partner for Crumbl for influencer sourcing and campaign logistics.
Crumbl’s team also leveraged Later Influence’s Approvals function to ensure all influencer-generated content met the organization’s brand values before going live.
The result was holiday magic, with nearly 40M impressions, 175.5K engagements and 17 pieces of high-quality content that Crumbl further amplified with a paid ad campaign.
What Every Brand Can Learn From Crumbl
Want a sales-slump fix just like Crumbl? Here are three lessons you can take from their story.
Lesson #1: Partner With Experts
Crumbl is really good at creating content that effectively communicates its brand, visuals, and values.
They could have owned influencer management but opted to take advantage of the Later team’s expertise in influencer marketing to help make their campaign a success.
This is something to consider for your influencer marketing campaigns: do you have the expertise you need to guarantee success?
Later’s Agency Services team can help here, bringing expertise from hundreds of campaigns to ensure you have the skills you need to balance both the vision and the execution of the campaign.
Lesson #2: Diversify Your Creator Mix
Crumbl knew they wanted their holiday campaign to reach a diverse audience and reposition their brand, which influenced their influencer selection.
The lesson here is to think about your campaign vision and goal outcomes first, then find the creators who can make that vision come to life.
With this approach, you open the door to all types of influencers who can truly help you reach your business goals.
With a consistent message (and a high-quality brief), Crumbl was able to get creative with its influencer base, which contributed to this campaign's success.
Lesson #3: Amplify And Remix Your Content
Crumbl’s campaign was so successful that they further amplified it with paid advertisements, which nearly doubled the campaign’s awareness and engagement.
They saw the opportunity to take the success of their influencer marketing program and continue its impact through their paid channel.
Because the team knew what content resonated, amplifying it with ads meant they could anticipate strong engagement, which is exactly what happened!
That’s the real lesson for brands: A successful single campaign can provide data and content that, when re-used in another channel, can drive even more results.
Get More Cookies for Your Crumbl
With a well-defined problem and a strategic approach, Crumbl turned a slump period into a sales driver.
A big part of their success was the expertise they brought in.
Later’s Agency Services team was the key partner for Crumbl with this campaign and can be a key partner to your brand to help ensure you’re driving sales and demand all year long.
Book a demo with Later Influence to learn more about our expertise and how our team can make your campaigns as sweet as Crumbl cookie.
