Introduction
When Crumbl set out to expand its app audience in Q4, the goal wasn’t just more downloads—it was better users. With nearly 1,200 stores across the U.S., the brand had already seen strong results from social and search campaigns. But growth was beginning to plateau, pushing the team to explore new channels.
That’s when Connected TV (CTV) entered the picture.
What started as a small-scale test with Samsung Ads quickly evolved into one of Crumbl’s most effective customer acquisition strategies of the year—delivering not just installs, but high-intent users ready to engage and purchase.
The Challenge: Hitting a Ceiling with Social and Search
By mid-2025, Crumbl had maximized much of its potential on traditional digital channels. While social media and search continued to deliver volume, the quality and incremental growth were slowing down.
The team needed more than visibility—they needed users who would actually convert.
CTV presented an opportunity to do just that. Unlike mobile ads that are easily skipped, TV offers a premium, immersive environment—one that allows brands to connect with audiences in a more impactful, less cluttered space.
The Strategy: Smart CTV-to-Mobile Targeting
In October, Crumbl launched a seven-week campaign built around a clear objective: drive a guaranteed number of app installs at a fixed cost per install (CPI).
What made this campaign stand out was Samsung’s CTV-to-mobile solution, powered by advanced machine learning.
Here’s how it worked:
-
The system analyzed patterns from users who installed the app
-
It identified similar high-intent audiences across Samsung devices
-
Campaign delivery was continuously optimized in real time
Instead of relying on a fixed media plan, the platform dynamically shifted budget toward placements that delivered the best results.
High-impact placements included:
-
Samsung TV home screen environments
-
Immersive masthead units
-
Samsung TV Plus inventory
To ensure accurate performance tracking, Crumbl integrated with AppsFlyer, giving the team confidence in both installs and downstream results.
Why CTV Made a Difference
One of the biggest advantages of CTV was visibility.
Unlike social platforms where users scroll past ads in seconds, Samsung’s TV interface places brands front and center. Ads appear the moment the TV is turned on—making them difficult to ignore and more likely to leave an impression.
For a visually driven brand like Crumbl, this was a game changer. It allowed the company to showcase its products in a premium, distraction-free environment—right in the living room.
The Results: High-Intent Users and Real Revenue
By the end of the campaign in late November, the results spoke for themselves:
-
Over 16,000 app installs delivered
-
Campaign goals exceeded
-
Strong early engagement from new users
More importantly, these weren’t just downloads—they were active customers. Within just seven days, many of these users had already placed orders through the app, generating five-figure revenue.
This direct link between ad exposure and sales proved that CTV could drive not just awareness, but measurable business outcomes.
Key Takeaways and What’s Next
The campaign highlighted the power of combining machine learning with strategic execution. It also reshaped how Crumbl views CTV—not just as a branding tool, but as a performance-driven acquisition channel.
Moving forward, Samsung Ads plans to:
-
Benchmark Crumbl’s revenue performance against industry peers
-
Scale campaigns earlier based on real-time insights
-
Use revenue signals as an active optimization metric
For Crumbl, the biggest shift was perspective. What was initially seen as an experimental awareness channel has now become a reliable driver of conversions and revenue.
Final Thoughts
Crumbl’s success shows that when used strategically, CTV can go far beyond brand visibility. With the right technology and targeting, it can deliver high-quality users, strong engagement, and real revenue impact.
In a landscape where traditional channels are becoming saturated, this campaign proves that the living room screen might just be the next frontier for performance marketing.
