Created in spring 2024 as part of my Digital Audiences class, I analyzed the Instagram presence of Crumbl Cookies, taking into consideration the account’s strengths, weaknesses, opportunities for growth, and potential threats. The brand’s current audience and specific target audiences were outlined. Along with this, the presentation compared Crumbl’s general online presence to two of its largest competitors.

The analysis was followed by goals and recommendations for the future of the brand’s account. Detailed research into the target audience’s demographics led me to suggest that Crumbl should capitalize on existing user-generated content to encourage more engagement. More specifically, leaning into the trend of “Crumbl Cookie Reviews” on TikTok and Instagram encourages their existing customers to become advocates for the brand. The final slideshow exemplifies my ability to understand the role that social media plays in managing and communicating information from a brand to their audience.