Sourav Choudhary Tubi’s new marketing strategy revolves around personalized gifting, rewarding superfans with unique experiences in a bid to engage audiences beyond traditional PR.
Tubi’s marketing team is rewriting the playbook on brand engagement with an innovative gifting strategy that puts fans at the heart of the conversation. In an unexpected move for a streaming platform, Tubi is sending personalized gifts to superfans, particularly those who champion its content across social media. The strategy aims to forge deeper connections with audiences by rewarding the “unsung heroes” who promote the brand on their own.
One standout example occurred after this year’s Academy Awards. Simone Cromer, who runs the popular “Club Chalamet” fan accounts, received a thoughtful care package from Tubi. The package, which included a massage gun, eye masks, and a handwritten note, was a token of appreciation for Cromer’s tireless promotion of Timothée Chalamet during awards season. Cromer shared her surprise on social media, expressing gratitude for the recognition, even though Chalamet did not win an Oscar.
Nicole Parlapiano, Tubi’s CMO, explained that this fan-focused approach was intentional. “I’m not a fan of the shows; I’m a fan of the fans,” she said. Parlapiano, who joined Tubi in 2022, has worked to create a marketing ecosystem where every member of the 40-person team is attuned to fan engagement, ensuring that the brand listens to its most passionate supporters. This strategy is part of Tubi’s broader effort to reject the “monoculture” that often dominates entertainment marketing, focusing instead on cultivating niche, yet dedicated, communities.
By sending personalized gifts, Tubi not only strengthens its connection with fans but also stands out in an industry where the typical marketing approach involves title-specific PR packages aimed at critics and journalists.
