Crumbl Cookie’s Fake Launch Strategy to Grow Multi-Purpose TikTok Reach

Found this bizarre strategy where someone managed to get 58M+ views over 12s of accounts FAKE launching Crumbl Cookies in every country on earth.

Some “black-hat” account-building tactics but there are a few interesting ideas on how to use a similar strategy:

Crumbl Cookies is the fastest-expanding US cookie business, selling >1M cookies everyday.

They went viral on TikTok reaching 9M followers and 1,536,800,000 views…

They found a viral strategy where they have a rotating menu and reveal weekly flavours in HD videos that gen 1000s of comments & likes.

Super quickly became a huge trend on TikTok, then multiple accounts started to pop up: same names, logo, handles… Every single one was opened to announce the launch of Crumbl Cookies in a different country.

At first i thought it was a normal expansion strategy, except that none is owned or operated by Crumbl Cookies. HUNDREDS of them.

The brand is only in the US and Canada atm (they’ve commented on some of these accounts trying to debunk). But the reach those fake posts get is crazy:

This one faked a Crumbl Cookie release in Poland. Less than 3K followers, only 3 videos on the page, but: 1 video = 326K views + 20K likes + 1K comments + 2K saved.

So what’s up with this:

Someone or an entity, found a strategy re-purposing content + announcing fake launches & drove an insane amount of people/awareness to those brand new accounts.

They have no incentive to Crumbl Cookie’s success. But there is many things they can do to monetize/use this new audience:

1, You are a competitor. You create an audience on a product similar to yours. You reach some ‘000s, delete content & start posting your own cookie brand in this new market.

Or, you are:

2, Not a competitor, but launching your own business in a (close) niche. You build an audience for your target niche/location, get followers with already viral content. Then stop, reset and feed them your product.

But even better is if you are:

3, Building your own affiliate network. Your fake accounts reaches millions of views from users of a specific niche/country => you have warm up accounts to start affiliate marketing/distribution in this niche/country.

It’s a good framework to build accounts because when one trend dies, they hop onto the next one and continue building them up.

Track performance of all these accounts here:

https://app.shortimize.com/c/2a101fCZWG4kdO