Background
After successfully leveraging StatSocial’s audience data in her previous role for programmatic advertising, Crumbl’s team lead saw the platform’s potential in helping Crumbl target and understand its distinct social and customer audiences. Recognizing Crumbl’s strong social media presence, she identified an opportunity to leverage social data to better align Crumbl’s marketing strategies with its unique follower base.
Initially, StatSocial was brought in to enhance brand partnerships, allowing Crumbl to assess partner alignment with their customer base. Over time, the platform has been used to dive deeper into Crumbl’s social followers compared to its actual customer demographics, revealing insights that inform Crumbl’s go-to-market.
Solution
Using StatSocial, Crumbl accomplished several key actions:
Audience Analysis
Crumbl identified and analyzed key differences between its social followers—predominantly Gen Z and content creators—and its core customer base, which is more family-oriented and comprised of older demographics. This comparison has provided valuable insights that shape Crumbl’s targeted marketing strategies.
Influencer Validation
StatSocial audience data played a critical role in verifying the relevance of celebrity partnerships, such as the collaboration with Olivia Rodrigo, ensuring that partners aligned with Crumbl’s target audience.
Campaign Strategy and Targeting
By leveraging StatSocial audience data, Crumbl has executed more strategic marketing campaigns, focusing on seasonal and tentpole events. Using StatSocial’s audience segments, Crumbl targets social media audiences that align with campaign themes, like Halloween content for their Beetlejuice partnership.
Audience Segmentation
Crumbl integrates StatSocial audiences into their CDP, enabling them to exclude current customers from its audience for new customer acquisition campaigns. This strategy has proven highly effective, contributing to a growth in new customer acquisition.
“By integrating StatSocial as the first data source into our CDP alongside our first-party data, we’ve derived more value from StatSocial than any other provider. Their insights informed our shift towards reach-focused campaigns, boosting our new customer numbers from an average of 80,000 per week last year to around 130,000 weekly new customers.”
Outcome
By informing campaign decisions and targeting with StatSocial audience data, Crumbl was able to report on the follow key performance indicators:
Increased New Customers
Crumbl’s shift towards reach-focused campaigns, informed by StatSocial data, has boosted new customer numbers. From an average of 80,000 new customers per week at the beginning of this year, Crumbl now sees around 130,000 new weekly customers.
Increased Return on Ad Spend
Prior to our pivot toward reach and awareness-based campaigns, Crumbl achieved a 6x ROAS in their Meta campaigns using StatSocial audiences, surpassing the initial target of 5x and validating the effectiveness of StatSocial’s audience data.
The Importance of Data-Driven Marketing for Crumbl
By leveraging StatSocial audience data, Crumbl has been able to make more strategic decisions around brand and celebrity partnerships, strategically reach new audiences, and measure the impact of their social efforts, allowing the brand to expand its market share. Crumbl’s case exemplifies how audience intelligence can drive smarter decisions, more effective campaigns, and meaningful growth.
Learn more about StatSocial’s influencer marketing and media insights and activation solutions, or schedule an introductory call with a member of our team to get started.
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