Ch. 18- Social Media Marketing

The force that launched a startup clothing line from the Bay Area to a national trend was without a doubt Chubbies social media platform. Since their start in 2011 Chubbies now boasts over a million followers on Facebook 234,000 followers on instagram a youtube channel with over a million views and a twitter with 125,000 followers.

Owned Media- Upon arriving on the Chubbies Website you will see funny and wild pictures and radical names and terms such as "mailing list awesomeness" and "boomshakalaka". Chubbies shorts website is where all of their products are sold and the names and descriptions of their products do not fall short of the "weekend has arrived" mentality that Chubbies promotes. Customers can scroll through their newest arrivals and original products and see names like "the Aloha Fridays", "Chubstocks", "Founding Fajas" and many other cleverly named shorts. Their website is the main way their product is sold therefore it is regularly updated, monitored and always promoting their up and coming or newest products.

 Earned Media - Chubbies promots a culture of being outrageous and wild whilst wearing Chubbies shorts and in return create a culture among customers to display and boast their adventures wearing Chubbies. Chubbies social media platforms are updated daily and Chubbies ensures that its followers remain entertained by adventures and stories told by those who also wear Chubbies. Even on their own website Chubbies has a dedicated section to Chubbies wearers from colleges, some celebrities and Chubbsters alike wearing Chubbies at their wedding, skydiving, on ice burgs and even soldiers deployed overseas take their time to submit a photo of them wearing Chubbies in a foreign combat zone. Chubbies wearers take it upon themselves to promote Chubbies and start a conversation about the radical shorts by sharing their photos and comments about their favorite shorts.

Paid Media- There are few actual paid advertisements in main stream media promoting Chubbies and for a good reason. Along with little cost to Chubbies for advertising most of Chubbies promoting is done via fans, social media and "ambassadors" of the brand throughout the country. Chubbies has a few short commercials but odds are you will find them on their youtube channel as opposed to on television or radio.