The brand
Crumbl is a quick-service restaurant franchise that started as a cookie shop in Logan, Utah. With rich, decadent cookies and an ever-changing weekly menu, Crumbl grew from a local sensation into a national dessert brand.
The problem
As Crumbl scaled nationally, it faced the challenge of growing its marketing efforts to reach a broader audience without compromising its brand identity. The team set out to diversify its paid social strategy and maximize return on ad spend, which meant embracing new marketing channels and technologies.
What Datahash did
Crumbl split ad sets into App Install and App Purchase categories for more targeted optimization, adopted Snap’s 7/0 optimization window, and leaned into video creatives showcasing new cookie releases. On top of this, Crumbl integrated Snapchat’s Conversions API (CAPI) via Datahash to enhance the accuracy of data signals across web, app, and offline events, ensuring ads reached the right audience at the right time.
Results
Crumbl saw a 32.3% quarter-over-quarter increase in ROAS, a 242% increase in purchases while being 36% more cost-effective per purchase, a 237% increase in SKAN installs, and a 428% increase in SKAN purchases, all achieved at significantly lower cost per install and per purchase.