The 999th Example of Influencer Marketing at Work

While I made that number up, it’s incontrovertible that influencer marketing can increase sales.

Our latest example is the Crookie, the French pastry craze that took over TikTok.

in 2022 Parisian pastry chef Stephane Louvard stuffed cookie dough in a croissant and his business has never been the same.

It was “just something for regulars”, he said, until a video by Instagram account “The Ultimate Guide”, which specializes in Paris restaurants, drove sales up to 150-200 per day.

Then in early 2023, TikTok influencer Johan Papz filmed himself taking a satisfying bite into one of Louvard’s Crookies, and things went crazy. People lined up in droves and Stephane hired two more employees to keep up with demand.

More examples of croissant crazes:

In 2013, New Yorkers slept on the pavement outside Dominique Ansel’s bakery after he invented the cronut — half-croissant, half-donut.

In 2022, the New York Roll, a mixture of croissant and bombolone (an Italian pastry) turned into a frenzy, with videos featuring the cake accumulating hundreds of millions of views on TikTok, driving a hunt for more baked crazes.

Maybe the takeaway isn’t to combine your product with croissants (wouldn’t that be wonderful?) but rather to get your own users to post videos of themselves loving your product.


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