Crumbl Cookies have become a hit among tween and teen girls. As social media trends shape what teens want to buy, Crumbl is working to connect with this younger audience. Since launching in 2017, the brand has built a strong presence on TikTok, where they now have over 9M followers, to advertise their brand and its weekly rotating flavors with a 30-plus person social media team. The company’s appealing aesthetics and social media-friendly packaging have struck a chord with young consumers, leading many TikTok users to create viral videos reviewing Crumbl’s latest offerings each week, which the brand reposts. Their social media focus, and embracing product review content, has helped them generate over $1B in annual sales. (WSJ)
