In the competitive world of gourmet cookies, Crumbl has emerged as a standout brand, driven by an innovative, data-driven customer acquisition strategy and a commitment to understanding its audience. Leveraging StatSocial’s advanced audience data, Crumbl has aligned its marketing efforts with its customers’ preferences and affinities resulting in exceptional growth and enhanced brand loyalty.
In this blog, we take a look at exactly how they achieved this level of success and how you can easily adopt a similar approach.
StatSocial audience insights: The foundation of a data-driven customer acquisition strategy
Crumbl recognized a critical gap between its social media followers and its core customer base. While its social audience primarily consisted of Gen Z and content creators, Crumbl’s loyal customers tended to be family-oriented and from older demographics. This insight allowed the brand to refine its customer acquisition strategy, targeting both audiences effectively without alienating either group.
StatSocial’s audience data provided the clarity Crumbl’s marketing team needed to ensure campaigns reached not only the most engaged customers but also untapped segments ready for conversion. But before we get too deep into how Crumbl leveraged StatSocial audience data, let’s take a step back to showcase the breadth of insights this data can provide marketing teams.
StatSocial audience data is self-declared data sourced from major social channels, meaning you gain a holistic view of any audience based on their social media activity and relationships. As a result, you can build any custom consumer, brand, or influencer audience to reveal their unique:
- Media preferences (podcasts to traditional mediums)
- Favorite content creators and influencers
- Brand affinities
- Interests and passions
- Political leanings
- Demographics and personality traits
All of this data can then be used to fuel influencer marketing strategies and campaign measurement, media planning and activation, brand measurement, data enrichment and more.
In the next sections, we’ll dive into how Crumbl leveraged this data to validate influencer partnerships, and inform brand collaborations and paid targeting.
Influencer validation
Influencer marketing has been integral to Crumbl’s success. However, StatSocial’s data allowed the brand to validate the relevance of its influencer partnerships using an audience-first approach. For instance, Crumbl confirmed that their target audience had an affinity for Olivia Rodrigo, ensuring the partnership resonated with the right demographic they were looking to target.
Successful brand partnership campaigns
With insights gained from StatSocial, Crumbl was able to confidently launch highly targeted, themed campaigns during seasonal events that they knew would resonate with specific audiences. A standout example was their Halloween campaign in partnership with Beetlejuice. By targeting social audiences with a strong interest in Halloween-related content, Crumbl increased engagement and relevance, timed perfectly with the seasonal theme.
Advanced audience segmentation
A critical part of Crumbl’s strategy was audience segmentation. By integrating StatSocial’s data into its Customer Data Platform (CDP), Crumbl could:
- Exclude existing customers from new acquisition campaigns to focus resources on attracting new buyers.
- Identify and target specific audiences with messaging most relevant to their interests and preferences.
Measurable success through a data-driven customer acquisition strategy
The results of Crumbl’s data-driven approach were nothing short of transformative. Between influencer validation, brand partnerships, and advanced audience segmentation, Crumbl achieved:
- 130,000 new customers weekly: A substantial increase in acquisition compared to an average of 80,000 new customers per week at the start of the year.
- 6x Return on Ad Spend (ROAS): Outperforming its target of 5x ROAS across Meta campaigns, Crumbl maximized its marketing investment using StatSocial audiences.
Conclusion: StatSocial audience data is the blueprint for customer growth success
Crumbl’s experience highlights the value of integrating advanced audience insights into a comprehensive customer acquisition strategy. By understanding the unique nuances of its audience, validating influencer collaborations, and executing targeted campaigns, Crumbl has expanded its customer base and strengthened its position in a competitive market.
StatSocial’s audience insights tool was instrumental in this success, providing the data necessary to make informed marketing decisions. For brands looking to achieve similar growth, Crumbl’s story serves as a powerful reminder: an audience-first approach, backed by actionable insights, is the key to growth.
Ready to transform your customer acquisition strategy? Request a meeting with a member of our team.