🍪 From Viral Cookies to $1B+ Brand

🔖 Crumbl Cookies' $1B Creator Playbook

From one local Utah bakery to over $1 billion in annual sales, Crumbl has become the most viral cookie brand on the internet.

And no, it wasn’t luck, or just good cookies.

They broke through in a crowded dessert market…

Competing with legacy giants like Oreo, Insomnia Cookies, and niche players like Tiff’s Treats and Levain Bakery.

All fighting for the same sweet tooth, shelf space, and TikTok real estate.

Crumbl won by building with creators, hype drops, and community-driven content.

Here’s what every marketer can learn 👇

1️⃣ Branding That Drives Shares

If you want your product to be organically shared on Instagram and attract creators without paying them - start with packaging.

It’s the first piece of the puzzle.

Crumbl’s packaging wasn’t just cute—it was designed for social media:

• The matte pink box is bold, minimalist, and instantly recognizable in a crowded feed

• The box opens like a gift, creating an unboxing moment creators want to film

• Their cookie size (huge) and weekly rotating flavors make every post feel like a new reveal

• Even the aesthetic layout—four or six cookies side by side—makes it perfect for Reels and Stories

They made their product “Instagrammable” by default—so creators and customers want to post without being asked.

💡 Reminder: your packaging is part of your content strategy.

2️⃣ UGC = Their Growth Engine

Crumbl gets 10,000+ pieces of UGC weekly - with no paid spend behind it.

How? They turn customers into creators:
→ Weekly flavor drops keep creators coming back to post again and again
→ In-store displays invite reviews and reactions
→ A dedicated hashtag trend (#crumblreview) makes it easy to join the conversation

💡 Want this at your brand? Use Click Analytic to track organic mentions and identify top-performing UGC for boosting or reposting.

3️⃣ Celebrity Collabs That Convert

Instead of chasing every influencer, Crumbl made smart, timed bets:
→ Olivia Rodrigo + GUTS cookie drop
→ Kardashians x Limited Edition collab

These weren’t random. They were limited-time launches, perfectly timed to cultural moments—driving urgency, reposts, and store visits.

Every drop feels like an event—and that’s what gets people posting and buying.

💡Pro Tips: Right creator + right moment + limited edition = viral lift + real sales.

4️⃣ A Landing Page Creators Can Find

They didn’t wait around for DMs.

Crumbl built a creator page that evolved into the Kale Creator Community—an inbound funnel where fans became content partners.

They offered early access, perks, and scaled outreach without scaling the team.

If you have creators coming to you, that’s great—you now have leverage in negotiations ✅ 

But volume isn’t enough ❌ 

You still need to vet their stats fast and automate product seeding to avoid wasting time.

💡 Pro Tips: Use Click Analytic to qualify creators by engagement rate, growth, or even Shopify sales potential—then manage gifting in one place.

5️⃣ Community + Data = Growth Loops

They studied what content resonated, and doubled down.

By analyzing audience data (age, location, reaction to drops), Crumbl fine-tuned campaigns to hit with Gen Z and family buyers.

@thatfoodielyss

WHAT DO YOU THINK OF THIS WEEK’S LINEUP??? 🫢🍪 #crumblreview #foodreview #tastetest #crunchymukbang #cookiesandmilk #foodreview #fyp #viral... See more

💡 Result? 60% weekly growth in new orders during key promos (StatSocial).

⚠️ One Warning: Not Everything Went Smooth

Crumbl’s success attracted legal attention. Warner Music sued over unlicensed audio in promo content.

💡 Reminder: Always clear usage rights or stick to royalty-free sound.

🫵 So what’s the takeaway for you?

Great content doesn’t happen by accident. Crumbl built for creators—visually, strategically, and repeatedly.

You can do the same.

👉 Use Click Analytic’s new filters to find creators by sales, reach, and engagement
👉 Or book a free strategy call—I’ll help you build a repeatable plan that scales

📆 Let’s plan your next creator campaign →

📋 Survey of the Week

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