เปิดความลับ Crumbl คุกกี้ชิ้นใหญ่ สู่กระแสไวรัลโลกที่คุณต้องลอง

Cracking Crumbl from Cookie Shop to Global Viral 🍪

The story of a brand that uses social media as its core, attracts customers with "eye-watering" cookies and marketing strategies that deeply understand consumer psychology.

How does Crumbl make cookies into "content" that everyone wants to share?

1. Products that are "born for social" are delicious, fin and "take pictures."

Crumbl began 2017 with large cookies that were "greasy," and very "delicious" to look at, not just delicious, but also offered customers the joy and escape of the real world, especially Gen Z, who was an avid "candy line."

The key highlight is the "good eyesight" of cookies with distinctive shapes, colors, and sizes, so that you can see them as Crumbl cookies, and even more in the "icon pink box," the more easy it is to remember. These cookies are designed to "take pictures," which helps customers feel like a "Content Creator." Just posting a picture of a glass is known.

2. The heart is "Digital-First." Social media is everything from the beginning.

Crumbl doesn't just have social media, but "social media was their whole strategy in the first place." CEO Jason McGawan has asserted himself that their first marketing channel was social media, and that they are fully dedicated to allowing customers to "co-travel" together with the brand.

- The master of Tikis, they have 10.4 million followers on Tikis, which is more than Starbucks, Dunkin 'and Krispy Kreme combined, and there are more than 107 million videos talking about Crumbl, many of which are watched by hundreds of thousands of millions.

- Creative content all the time. Crumbl does not just make cookies, but also acts as a * * "content creator" * *, videos, new flavor ideas, and "Drop" flavors of the week every Sunday. This makes customers feel like they have "eaten" as much content as they have "eaten cookies."

- Tell a heartfelt story. From the beginning, Crumbl invested in "telling a story," the background behind the store, the challenges faced as an entrepreneur. This transparency helped create a great bond with followers.

3. Use "viral" and consumer psychology. Attract repurchase.

Crumbl's marketing versatility lies in understanding human psychology, and effectively using it to create viral currents.

- Create expectations and FOMO (Fear Of Missing Out) Every Sunday (which is a store holiday), Crumbl announces a new weekly "limited flavor." This requires people to monitor Crumbl's social media and create "new reasons" for cookie fans to go back and buy again so they don't miss out.

- The power of User-Generated Content (UGC) Crumbl has been very successful in using the power of content created by its users, whether it's Mukbang videos (eating shows) or ASMR dedicated to brands. This represents the brand's "letting customers control stories" to create spontaneous dialogue, creating a self-driving ecosystem where customers like to comment on their weekly flavors.

- Collaborate with famous brands to create a trend. Crumbl shakes hands with world-class brands like the Kardashians, Dove and Olivia Rodrigo. This joint promotion is very effective. Crumbl reaches a new group of customers and makes simple cookie brands more "culturally relevant." Who would think that "Soap and Cookies" would match well, but it is possible in the Internet world?

4. Future Challenges and Adaptations: The Bigger, the More to Watch Out For

The rapid growth has left Crumbl facing more challenges and being watched.

- Criticism As a major organization, Crumbl has to deal with criticism not just of its products, but of its operations, such as nutrient concerns, and being investigated for child labor law violations.

- Resolution CEO Jason McGawan has acknowledged the problem of child labor violations, explaining that it is caused by franchise owners wanting their children to get involved, which is unregulated. The company is reverently speeding up these issues and maintaining consistent communication with the brand.

- The sustainability of the viral stream. Food trends are changing very fast. Despite Crumbl being in "their moment," it could be "another brand moment" in the next few weeks. This means, "You can't stay on the peak of sugar-derived popularity that long. It's not sustainable."

- Crumbl expansion may culminate in expansion in some areas and have to think of new ways to grow, not just to open new stores. They have to find ways to "move forward" and maintain the "sincere" feeling that customers have for the brand.

Crumbl's story is a testament to the power of well-planned digital strategy, the understanding of consumer psychology, and the creation of products designed to be viral. However, maintaining this soaring success requires the management of the public image, coping with operational challenges, and an understanding of the fast-changing nature of Internet trends.

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