Crumbl Holiday Influencer Campaign
Later Influence built Crumbl a holiday influencer campaign across TikTok and Instagram with five creators, reporting 39.7M impressions and $1.2 M in Earned Media Value.
Case in 60 seconds
Crumbl approached the holiday season facing what the page calls a typically slow sales period, and the brand needed to convert that stretch into demand while reaching customers beyond the audience it already held.
The campaign appears to turn on the difference between a treat and a gift, because a dessert bought for oneself competes with every other indulgence, while a dessert framed as a present enters a seasonal buying occasion that already has budget attached.
Crumbl and Later Influence repositioned the desserts as the holiday gift option rather than a self-purchase, and carried that single message through creators chosen for the unrelated audiences they held.
Five TikTok influencers spanning dance, fashion, family content and a previous Bachelor contestant made 17 pieces of content across TikTok and Instagram, with Later's Services Team sourcing creators and running logistics while the platform's approvals function held posts to brand standards; Crumbl then ran the content as paid advertising.
Later reports 39.7M impressions, 175.5K engagements, a 0.44% engagement rate and $1.2 M in Earned Media Value from 17 pieces of content, and reports that extending the work into paid advertising drove engagement up by almost 100%.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
Partners
- Later (lead_agency)
Creator role
- demlia — creator
- katerina.and.yinon — creator
- loganreahill — creator
- twinsauce — creator
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| earned media value | $1.2 M in Earned Media Value | emv |
| engagement increase from paid amplification | amplifying awareness and driving engagement up by almost 100% | performance |
| engagement rate | 0.44% Engagement Rate | engagement_rate |
| engagements | 175.5K Engagements | engagements |
| impressions | 39.7M Impressions | impressions |
| influencers | 5 Influencers | creators_count |
| pieces of content | 17 Pieces of Content | content_pieces |
Why Later's strategy worked
- 1
Casting for audience composition rather than follower scale lets one seasonal message reach several unconnected communities, because a Bachelor audience and a dance audience overlap little and each arrives at the brand through a creator it already trusts.
- 2
Organic creator content that performs is a media asset rather than a finished deliverable, since Crumbl's decision to run it again as paid advertising is what Later credits with the near doubling of engagement.
- 3
An approvals step inside the platform appears to be what made a fast holiday launch possible without loosening brand control, because review happened before posting rather than as a correction after it.