CASE STUDY

Crumbl Cookies

Company Profile

Crumbl Cookies is a nationwide cookie franchise company that offers over 200 flavors of cookies on a weekly rotation. Known for offering six deliciously gourmet flavors per week wrapped in an eye-catching pink box, Crumbl is available through in-store purchase, curbside pickup, delivery, and catering. Their mission: creating cookies for life’s meaningful moments with those who matter most.

Objective & Goals

In working together, our primary objective was to elevate and increase brand awareness for all Indiana Crumbl franchises through paid ad campaigns. Additionally, we aimed to highlight Crumbl’s catering services to maximize ROI for our digital advertising efforts, as catering yields the majority of sales for Crumbl during November and December.

Increase brand awareness and exposure of the Indiana market
Differentiate Indiana market from others and engage the state at large
Test performance of different initiatives including programmatic and targeted social ads at the local level
Test variations in creative for both catering and additional initiatives
Drive high-intent traffic through paid ads to the organization’s catering page to increase product sales
Engage the identified target demographic – mothers between the ages of 25 and 50, belonging to the upper-middle class demographic
Effectively track footfall attribution to evaluate the increase in in-store traffic as a result of interacting with the paid ads

Services We Offer

Challenges & Opportunity

Crumbl approached our digital advertising agency with the aim of establishing a partnership between Onya and the Indiana Crumbl franchises, encompassing all 18 stores for mid-market advertising. Having experienced substantial growth from 300 stores to 900 stores in three years, the organization relied on national-level and local-level marketing tactics for its products, placing itself in a competitive position within an oversaturated market.

Recognizing the need for a shift, the Crumbl team partnered with Onya to test paid advertising within the digital landscape as a means to effectively advertise at the mid-market level.

Strategy

Build and launch paid Meta campaigns to generate brand awareness and post engagement
Build and launch paid programmatic campaigns to effectively track and measure footfall attribution
Leverage campaign creative that reflected the messaging for the overarching theme “Meaningful Moments”, tailoring the designs specifically for each campaign objective
Selective targeting to engage individuals that aligned with our identified demographic
Implement holiday-themed creative in December focusing on catering for holiday parties

The Onya team created a comprehensive campaign strategy focusing on “Meaningful Moments” with Crumbl – including capitalization on the catering services available. We started by crafting campaign assets that focused on the tagline “Cater Life’s Meaningful Moments”. Our responsibilities included developing ad copy and creative that was in alignment with the nationwide brand, securing approval from the corporate stakeholders.

To effectively target decision-makers for catering services, we narrowed the demographic to females aged 25-50 located in Indiana, with a top 25% income bracket, recognizing the luxury nature of the service. The campaign directed the audience to Crumbl’s catering page, allowing them to explore flavors and place orders directly from their mobile device.

In December, we updated the campaign creative to focus on holiday parties and catering holiday-themed events, exceeding expectations and generating significant engagement and awareness.

As we crafted campaign strategies for both Meta and Programmatic ad campaigns, we remained focused on our ability to achieve the following:

Track the number of individuals that visited a physical Crumbl location after interacting with a paid ad in order to compare with their average order value and effectively measure ROI.
Measure and drive traffic to specified Crumbl locations within the Indiana market.