{"id":22162,"date":"2025-04-09T13:38:50","date_gmt":"2025-04-09T13:38:50","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22162"},"modified":"2025-04-09T13:38:50","modified_gmt":"2025-04-09T13:38:50","slug":"tubis-chronically-online-marketing-team-is-building-out-a-new-kind-of-gifting-strategy","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22162","title":{"rendered":"Tubi\u2019s \u2018chronically online\u2019 marketing team is building out a new kind of gifting strategy"},"content":{"rendered":"

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Timoth\u00e9e Chalamet didn\u2019t win an Oscar this year, but his hardest-working fan did take home a prize.<\/p>\n

Or, rather, she got one sent to her. Shortly after this year\u2019s Academy Awards, Simone Cromer, who operates Chalamet stan accounts on X, Instagram, and Bluesky under the moniker Club Chalamet, posted a photo on X showing off a self-care package sent by the streamer Tubi. The gift included a massage gun, eye masks, and a Tubi-branded baseball cap, along with a handwritten note.<\/p>\n

\u201cThey wanted to let me know they noticed the hard work I put into supporting Timoth\u00e9e during the awards season, and although we didn\u2019t get the golden outcome we expected, they wanted me to take care of myself with this gift box,\u201d she wrote in a post accompanying a photo of the gift box. \u201cThank you guys so much!\u201d<\/p>\n

It\u2019s a bit of an unusual brand gift, especially in the streaming landscape, where PR packages are often title-specific and are sent to critics, entertainment journalists, or awards voters. But according to CMO Nicole Parlapiano, giving back to fans is a core part of Tubi\u2019s gifting and brand strategy, which also serves as a way to \u201cactively reject the monoculture\u201d she finds can be commonplace in entertainment marketing. <\/p>\n

\u201cI always like to tell people, I\u2019m not a fan of the shows; I\u2019m a fan of the fans,\u201d Parlapiano told us.<\/p>\n

Talk to the fan<\/h2>\n

When Parlapiano joined Tubi in 2022 as the company\u2019s first CMO, there was no social team. Today, she said she considers all 40 members of her marketing team to be part of the social team, which allows them all to keep an eye out for fans and identify who they might want to send gifts to.<\/p>\n

\u201cWe\u2019re all on different [For You pages],\u201d she said. \u201cWe are so chronically online because we have to be. [My colleague] Dana hosts a biweekly \u2018gremlin hour\u2019 where we\u2019re just trying things off the internet, just so we are challenging ourselves to try things.\u201d<\/p>\n

Sending a package to someone like Cromer, whose Club Chalamet X account has nearly 46,000 followers and an entry on Know Your Meme, came from the team\u2019s social listening efforts, according to Parlapiano. While Tubi plans some of its gifting opportunities around big moments like the Super Bowl, release dates of Tubi originals, or the arrival of beloved IP on the platform, it\u2019s the reactive moments that she finds most exciting.<\/p>\n

\u201cIt\u2019s an opportunity to be in conversation with our fans, to show them that we\u2019re listening, to show them that we are here to celebrate whatever they\u2019re into,\u201d Parlapiano said. \u201cI don\u2019t know that it\u2019s formulaic. Just when we see it, we know it, and we try to anticipate what people need and have an empathetic lens.\u201d<\/p>\n

What is also important, she said, is for Tubi to zig where others zag. \u201cI want to make sure that we\u2019re not doing what other people do, which is like, sending stuff to big accounts,\u201d she said.<\/p>\n

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Sending gifts doesn\u2019t make up a big percentage of Tubi\u2019s marketing budget, but Parlapiano said gifting spend has \u201ca ton of support internally, from CEO down\u201d and that a companywide appreciation for fans and viewers allows the marketing team to justify the cost.<\/p>\n

\u201cWe\u2019re a streamer. We don\u2019t have a tangible product,\u201d she said. \u201cSo I think it does help build that brand love and build that loyalty. And internally, as a company, everyone\u2019s obsessed with merch.\u201d<\/p>\n

Sending gifts is central enough to the marketing strategy that Tubi has created its own site to help speed up the logistics of gifting. Instead of going back and forth in DMs, Parlapiano said that people and accounts they want to send gifts to are directed to forms where they can input details like their address, size, and select any desired products.<\/p>\n

Don\u2019t forget the little guy<\/h2>\n

Running a stan account like Club Chalamet isn\u2019t the only way to get noticed by Tubi. Several lower-profile fans also recently received projectors, popcorn makers, and Tubi-branded Snuggies more evergreen gifts that Parlapiano said all started with a woman named Kesha Renea, known online as Tubi Bae, who periodically posts about her favorite Tubi movies alongside a glass of wine and her bathrobe. As a thank-you, Tubi sent Renea a custom Snuggie, a wine glass, and a projector.<\/p>\n

\u201cYou just want to be so grateful when people are doing God\u2019s work for us as marketers,\u201d Parlapiano said. \u201cI feel like those posts and that contribution is better than anything I could ever make.\u201d<\/p>\n

Those gifts have now become a go-to thank-you gift for fans, according to Parlapiano. Outside of the evergreen program, the team sometimes taps into show-specific lore and dedicated fan accounts when the streamer acquires existing IP. When Tubi brought on Degrassi,<\/em> for example, Tubi created custom whale tails\u2014a reference to an iconic outfit from the series\u2019 Season 3 episode \u201cU Got the Look\u201d\u2014to give away in a sweepstakes, Parlapiano said.<\/p>\n

Tubi\u2019s not the only brand that sees the value in gifting the little guy. Companies like beauty brand Cocokind and beverage brand Vita Coco have recently turned away from influencer gifts and focused more on customer appreciation, even taking some on brand trips and giving out gifts to everyday customers.<\/p>\n

For Tubi, customer appreciation will continue to be a big focus\u2014and it could even get bigger than a PR package.<\/p>\n

\u201cFor certain shows that people were really big fans of, we\u2019ll bring them to set so they can capture content,\u201d Parlapiano said. \u201cWe definitely like to be an accessibility brand, [and] if they\u2019re a really big fan, give them an experience that they couldn\u2019t have had before.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Timoth\u00e9e Chalamet didn\u2019t win an Oscar this year, but his hardest-working fan did take home a prize. Or, rather, she got one sent to her. Shortly after this year\u2019s Academy Awards, Simone Cromer, who operates Chalamet stan accounts on X, Instagram, and Bluesky under the moniker Club Chalamet, posted a photo on X showing off […]<\/p>\n","protected":false},"author":1,"featured_media":22163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22162","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nTubi\u2019s \u2018chronically online\u2019 marketing team is building out a new kind of gifting strategy | Brandiary<\/title>\n<meta name=\"description\" content=\"Timoth\u00e9e Chalamet didn\u2019t win an Oscar this year, but his hardest-working fan did take home a prize.Or, rather, she got one sent to her. 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