The Objective
Turning Holiday Crumbles Into Sweet Cravings
As the holiday season approached, Crumbl, a beloved franchise chain known for its mouth-watering desserts across the U.S. and Canada, faced a challenge: How could they turn a typically slow sales period into a festive time for sweet cravings?
With innovation in its back pocket, Crumbl looked to influencer marketing to expand its audience and drive sales during this crucial time.
The Later Solution
Putting Desserts on the Map
Crumbl knew its desserts were more than just a delicious treat, and could be a perfect holiday gift.
To bring this vision to life, Crumbl partnered with Later Influence to reposition Crumbl's desserts as the ultimate gift option for the holiday season.
Teaming up with influencers across niches
To carry out their specific holiday message, Crumbl knew they needed the right influencers for the job. The brand strategically selected five influencers across diverse niches on TikTok. From dance enthusiasts, fashion influencers, family-focused creators, and even a previous Bachelor contestant, each influencer brought a unique perspective to the campaign.
And their strategy paid off, with influencer content quickly gaining traction and capturing the attention of millions. The results speak for themselves with over 39 million impressions and 174 thousand engagements, equating to $1.2 million in earned media value.
“We knew TikTok was the right platform to expand our audience, but we needed the right creators to make it happen. With Later's help, we connected with new customer segments, from Bachelor fans to dance lovers.”
Nicole Mackelprang
Director of Paid Media, Crumbl
Leaning on Later's expertise
Partnering with Later's Services Team, Crumbl benefited from expert assistance in sourcing influencers across multiple categories and organizing campaign logistics. The approvals function within the Later Influence platform allowed influencers to submit content for review, ensuring that all posts met Crumbl's brand standards and delivered high-quality, engaging content.
“The support from Later was incredible. They made the process seamless, from recommending influencers to coordinating content approvals. It felt like they were part of our team.”
Nicole Mackelprang
Director of Paid Media, Crumbl
Making influencer content go the extra mile
Crumbl didn't stop there. After seeing the success of the influencer content, Crumbl took it a step further by incorporating the content into a paid advertising campaign. This strategic move allowed Crumbl to extend the reach of the campaign, amplifying awareness and driving engagement up by almost 100%.
The Results
A successful holiday campaign
Crumbl's strategic approach to influencer marketing, combined with the expertise of Later's Services Team, resulted in a highly successful holiday campaign. Crumbl not only positioned its desserts as a must-have holiday gift but discovered new customer segments that would continue to crave their desserts long after the holidays were over. The campaign's impressive earned media value of $1.2 million was the icing on the cake, reflecting the true impact of this multi-channel strategy.
5
Influencers
17
Pieces of Content
39.7M
Impressions
175.5k
Engagements
0.44%
Engagement Rate
$1.2M
In Earned Media
“Things at Crumbl change so fast, and by using Later Influence and leaning on their expertise, we were able to move quickly in launching our first influencer holiday campaign.”
Nicole Mackelprang
Director of Paid Media, Crumbl
Later is an Official TikTok Marketing Partner. Contact us about activating a campaign on TikTok