Chubby Brand: The Journey to Become a Popular Teen Favorite on TikTok Shop

Beat started selling products since he was young because he wanted to earn income while studying. Initially, Beat sold products from other brands, focusing on skincare due to his and his partner's interests. Later, wanting to increase his income, he began thinking about creating his own brand.
His first brand, called PIINS, was targeted at teenagers. Back then, Beat didn't know much about branding—he thought having a product, logo, and packaging was enough for branding. However, branding involves many more elements. After gaining experience in brand building, Beat decided to create "Chubby" with the goal of making it unique and memorable.

The Beginning of Chubby on TikTok and TikTok Shop Before joining TikTok

Beat marketed and sold products on platforms that focused mainly on images. When he wanted to grow his brand, he looked for new channels and found TikTok. Beat shared that he had to adapt a lot, as he had never worked with short-video content before. Nevertheless, Beat and his partner saw TikTok as a high-potential platform worth trying, so they decided to build a team, focusing on having a content creator specifically responsible for planning video content on TikTok.

Tips for Building a Relationship Between the Brand and Customers

Beat believes that personal branding has the advantage of helping the brand connect with the audience more easily, making it more approachable and building a strong relationship between the brand owner and customers. Most importantly, it helps create trust. However, Chubby doesn't primarily focus on personal branding, which Beat sees as a weakness. To fill this gap, Beat chose to use influencer marketing, selecting influencers who are key opinion leaders of Chubby's target customers. Beat believes that influencers effectively bridge the relationship between the brand and its customers.

Chubby's Affiliate Strategy

Affiliate marketing helps bring creators to join the brand and create content to boost sales. Therefore, Beat planned to build a dedicated affiliate team. Chubby has a strategy in place that includes finding creators interested in affiliating with the brand, setting competitive commission rates, and building a community to support the creators who become brand partners. This aims to encourage them to continuously create sales content and stay with the brand in the long term.

Turning Livestreams into a Q&A Space Between the Brand and Customers

Beat shared that Chubby values livestreaming as much as other tools. Chubby's livestreams are designed to be an information hub where customers can ask questions about products in real time. The hosts of these livestreams are chosen to align with the brand's target audience—teenagers. They are selected to be like an older sister figure who can offer advice and recommendations, using friendly language, such as calling customers "younger sibling" and referring to themselves as "older sibling" to create closeness and friendliness between the brand and customers.

Define the Target Group Clearly to Make Work Easier

The key principle in Beat's branding is defining a clear target audience—who the brand is meant for. Beat said, "Having a clear target audience makes everyone know who they are communicating with, what kind of communication will persuade them to buy our products, and what tone to use during live sessions while understanding the customers' pain points."
Learn More About Chubby: https://www.tiktok.com/@chubbyofficiallWatch the full interview: Watch Now