Case Study

Yum Crumbs

Yum Crumbs offers a delightful range of over 20 unique dessert toppings, perfect for adding flavor and texture to everything from pancakes to ice cream. With their commitment to quality and creativity, Yum Crumbs provides endless possibilities for dessert lovers to elevate their treats.

Summary

Yum Crumbs, an emerging snack company, engaged our marketing agency to help scale their revenue and attract new customers. Despite having a strong product offering, Yum Crumbs needed to maximize its digital marketing channels to achieve its ambitious growth targets. The primary focus was on optimizing both Paid Social and Paid Search efforts to drive significant business growth.

Challenge

Yum Crumbs was struggling with scaling while maintaining profitability. The brand sought to increase revenue and expand its customer base but faced difficulties in achieving a strong return on investment (ROI) with their digital marketing efforts. Initial ad spend increases showed promising results, but these did not translate into sustained site sales due to a seasonal decline in organic traffic. The challenge was to maintain efficiency while scaling ad spend and driving consistent sales growth.

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Approach

Our strategy involved a dual-channel focus on Paid Social (Meta) and Paid Search (Google), with each channel playing a crucial role in the overall growth strategy:

  1. Paid Social (Meta): We aimed to scale ad spend while maintaining or improving efficiency. This involved:
    • Utilizing existing organic video content to enhance ads, leveraging engagement as social proof to boost conversion rates.
    • Deploying a manual retargeting funnel to reconnect with potential customers.
    • Capitalizing on popular events such as Shark Tank re-airs to boost demand and align marketing efforts with high-visibility moments.
    • Pivoting to a new customer acquisition-focused strategy to drive fresh traffic and exclude past purchasers, thereby maximizing customer volume and controlling customer acquisition cost (CAC).
  2. Paid Search (Google): We implemented advanced performance max targeting, focusing on:
    • Targeting potential customers at different stages of the buying funnel (Top of Funnel, Middle of Funnel, Bottom of Funnel).
    • Scaling revenue through effective keyword targeting and optimizing ad spend to ensure a low CAC and high return on ad spend (ROAS).
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Solutions

Throughout the engagement period, we employed a flexible and adaptive approach to maximize results:

  1. Initial Successes and Adjustments on Meta: Despite the increased ad spend, initial efforts did not significantly impact site sales due to reduced organic traffic. Recognizing the need for adjustment, we pivoted to a strategy focusing exclusively on new customer acquisitions. This change began to pay off quickly, leading to a nearly 20% increase in new customer growth quarter over quarter (QoQ).
  2. Google Ads Optimization: Our advanced targeting strategies on Google delivered substantial growth, with revenue increasing by 353% and 215 new customers acquired. These results were achieved while keeping the CAC under $11, demonstrating the effectiveness of our approach in scaling small businesses.
  3. Leveraging Engagement and Retargeting: By integrating organic video content into our ad strategy and deploying a targeted retargeting funnel, we effectively used social proof to enhance conversion rates. We also timed our spending and retargeting efforts with Shark Tank re-airs to align with heightened consumer interest, boosting both visibility and demand.
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Results

  • Increased Meta Conversions
    0%
  • Increased Meta Revenue
    0%
  • Increased Google Revenue
    0%
  • Increased Google Clicks
    0%