Crumbl Cookies 

Brief: This mock campaign was designed to increase downloads of the Crumbl App by engaging the brand’s most loyal customers. The campaign included a branded email newsletter, three Instagram carousel posts, and two Instagram Story posts. The newsletter served as the centerpiece, targeting weekly subscribers and highlighting app-exclusive rewards and early access to new cookie flavors.

Challenges & Key insights: Designing the newsletter came with challenges—early versions were cluttered and hard to read. After several iterations, we landed on a clean, visually engaging layout with clear hierarchy and strategic calls to action. The project reinforced the power of concise messaging, thoughtful spacing, and aligning tone and design with Crumbl’s playful, modern brand to create an authentic, scroll-worthy experience.

Audience Research: Research into Crumbl’s social media and customer behavior showed strong engagement with bold visuals, polls, and flavor reveals. Email data revealed that rewards and sneak peeks boosted click-through rates. These insights led to showcasing limited-time cookies in carousels and promoting the app as the gateway to VIP perks.