Signal
71Signal
Score
M
Marketing Diveby Sara KarlovitchMarch 19, 2026

How Crumbl leveraged CTV to drive mobile app downloads

Crumbl's successful connected TV campaign highlights the effectiveness of integrating digital advertising with traditional media to enhance brand visibility and drive app engagement. This approach can inform brand strategy by emphasizing the importance of multi-channel marketing efforts to achieve specific growth targets.

◎ EmergingcampaigndigitalstrategyCrumbl
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Marketing Dive: The cookie bakery chain saw over 16,000 app downloads, 213% more than its original target, as a result of its first connected TV campaign.

Intelligence PanelSignal score: 70.5 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
Medium
Impact score: 70/100 — moderate relevance to positioning decisions
Novelty
Moderate
Novelty: 60/100 — iterative development of an existing theme
Action Priority
Soon
Flag for the next strategic review cycle
Scoring Rationale

Crumbl's innovative use of connected TV for app downloads demonstrates a significant marketing strategy that can influence brand visibility, making it relevant for professionals in the brand strategy field.

70
Impact
weight 35%
60
Novelty
weight 30%
80
Relevance
weight 35%
Brands Mentioned
CCrumbl
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How Crumbl leveraged CTV to drive mobile app downloads | The Brand Signal