Dove’s Crumbl collaboration wins a new generation of social-first shoppers

When Dove partnered with viral dessert company Crumbl earlier this year, the recipe was simple: mix irresistible dessert-inspired fragrances with superior care, serve up on social and sell exclusively at Walmart.

The result? A social media sensation that turned heads, hitting a six-month sales goal in one month and bringing a brand-new wave of shoppers to Dove. More than half (52%^[a]) of the consumers who picked up products from the Crumbl collaboration were first-time Dove buyers.

Gourmand fragrances inspired by Crumbl cookies

To come up with the collection, Dove co-created the products with Crumbl by engaging with online communities and selecting some of Crumbl’s fan-favourite flavours before designing fragrances to match. The limited-edition line featured body wash, deodorant, scrub and liquid hand wash across four indulgent gourmand scents: Confetti Cake, Lemon Glaze, Strawberry Crumb Cake and Nilla Bean.

The Walmart-exclusive range also marked the first time Dove has changed its iconic packaging, with a Crumbl-pink makeover that whipped up instant shelf appeal and ensured products quickly sold out.

Social-first marketing with a little help from AI

The secret ingredient behind the launch was that social-first marketing excellence was baked into every step.

A teaser campaign started with Dove posting a carousel of Crumbl cookies on its Instagram account alongside the caption ‘Coming soon’. A flurry of comments followed, including: ‘The most iconic collab’, ‘C’mon I need!’ and dozens of heart-eye emojis.

Threads soon began circulating on Reddit with titles like ‘Secret collab spoilers’ where users speculated about the products and scents, and cryptic posts by Dove stirred more buzz in foodie communities online.

Then came the launch, backed by more than 490 creator videos on TikTok, including a jingle remix by viral duo and Crumbl super-fans, the Turn Up Twins.

Dove partnered with fans and content creators known for their authentic love of Crumbl and Dove, prioritising cultural fit over follower count. AI technology was also used to create multiple versions of assets for various channels and formats, and to target the campaign at the right people. This approach not only enhanced precision and reach but also enabled the reuse and scaling of social-first, user-generated content.

The disruptive strategy paid off, reaching vast audiences to attract 53.7 million video views and more than 3.2 billion impressions.

Becoming part of consumer culture

“This is a great example of how Dove is joining conversations where consumers are, becoming part of their culture in a way that feels authentic for the brand,” explains Rachel Goldman, Senior Brand Manager, Dove Limited Editions.

“Dove and Crumbl both have passionate, loyal fanbases that revel in the feel-good moments our brands offer. Pairing Dove’s commitment to superior care with the irresistible scents of Crumbl is a natural fit.”

“The excitement of unboxing a Crumbl dessert isn’t just about a sweet treat – it’s about taking a break from the everyday hustle and savouring something special,” adds Sawyer Hemsley, co-founder of Crumbl.

“Because Dove shares our passion for delighting customers and helping them embrace life’s little indulgences, we knew they would be the perfect partner.”