How Crumbl Boosted Sales by 242% with Strategic Snapchat Ads

From Local Sensation to National Success

Crumbl, a now-renowned quick-service restaurant franchise, started as a humble cookie shop in Logan, Utah. With their rich, decadent cookies and a creative, ever-changing weekly menu, Crumbl quickly captured the hearts (and taste buds) of dessert enthusiasts across the United States. Their unique approach to dessert-making mixed with a strong sense of community and customer engagement turned them into a national sensation.

Like any rapidly growing brand, as Crumbl evolved they faced the inevitable challenge of scaling their marketing efforts to reach an even broader audience without compromising their unique brand identity.

And so Crumbl arrived at a clear mission: diversify their paid social strategy and maximize their return on ad spend (ROAS). They knew that to sustain their growth and continue winning customers nationwide, they needed to embrace new marketing channels and technologies that would enable them to reach potential customers where they spend their time.

Refining a Winning Recipe with Snap Ads

Crumbl decided to dip their toes into the world of Snapchat advertising. Their intent was initially experimental: a way to see if they could leverage the platform's unique audience and features to drive app installs and web purchases–but the results from their initial campaigns proved promising enough to warrant a deeper dive.

A few months into their experiments, Crumbl had fully committed to Snapchat, ramping up their ad spend and refining their approach with the help of Snapchat’s best practices. Their objective remained steadfastly set on boosting app purchases and web traffic in a cost-efficient manner, all while ensuring a strong ROAS.

To achieve their goals, they developed a multifaceted strategy focused on splitting their ad sets into App Install and App Purchase categories, allowing for more targeted campaigns that could be optimized separately. They also adopted Snap’s 7/0 optimization window, which provided a balanced approach to capturing both immediate and long-term user actions on the web. To flavor things properly, they leaned into video creatives that showcased new cookie releases, tapping into the visual and interactive strengths Snapchat provides.

On top of that, Crumbl integrated Snapchat’s Conversions API (CAPI) via Datahash to enhance the accuracy of their data signals across web, app, and offline events. That integration was crucial in capturing the full spectrum of user interactions, ensuring that Crumbl’s ads were reaching the right audience at the right time.

A Sweeter Digital Strategy Boosts the Bottom Line

The Crumbl team realized mouthwatering quarter over quarter improvements. By increasing their investment and trust in Snapchat as more than just an experimental platform, Crumbl saw a remarkable +32.3% QoQ increase in ROAS. That uptick confirmed that not only were their ads reaching more people, but they were also converting at a higher rate, providing a significant boost to Crumbl’s bottom line.

The number of purchases also soared from one quarter to the next, to the tune of +242%, all while being 36% more cost-effective in terms of cost per purchase (CPP). The efficiency extended to their app marketing as well, with a +237% increase in SKAN installs and a +428% increase in SKAN purchases, both achieved at significantly lower costs per install and per purchase. As Ryken D, Crumbl’s Paid Media Specialist, attests, “We have seen major success in our app install campaigns on Snapchat. SKAN has been a game changer.”

The key takeaway: Be bold in your marketing experiments, invest in platforms that align with your audience, and continually optimize based on data-driven insights. Just like Crumbl’s desserts, a well-baked marketing strategy can lead to sweet outcomes.