Street Marketing via Social Media

For as long as I can remember its been “cool” to be different. To stand out amongst your peers whether it be having the latest technologies, knowing how to draw, or having a one of a kind t-shirt. One company that I have been following for the past six years really caught my attention for their use of limited edition products and special events to draw in attention for their products and create an almost cult like popularity for the company. The use of word of mouth and social media marketing which were seemingly unorthodox at the time have helped shoot this company to the top. Johnny Cupcakes is the name and clever graphic t-shirts is the game.

Events like the one pictured above consist of daily exclusives and actual sweet treats like ice cream or cupcakes! The whole premise of the company was worked around an image of a cupcake with crossbones underneath. Just as opposite as those two may seem to be, this company is far from what you’d normally see in terms of retail. Each of their products is considered limited edition. This means products are only made in certain quantities and once they are sold out they are gone for good! With this mentality it is easy to see why customers will often re-visit the site waiting for the next cool graphic to get their hands on. In blatant terms, if you snooze, you lose. 

Holidays are especially hectic for this company with limited edition Halloween, Thanksgiving, and Christmas tees released during special events that incorporate Johnny himself interacting with his customers. Lines to purchase one of his tees can stretch around blocks and patrons will wait days in advance to ensure they will be one of the few to rock one of the 500 or so tees that are printed. How can so much hype surround a company that many don’t even know exist? Well Twitter and Facebook seem to play a huge role in spreading the word, along with the blog Johnny frequently updates on his website. Twitter is useful for those who wish to participate in some of the fun events JC holds. Times and locations are often held secret until mere hours before the event is being held. The excitement and uncertainty lead many customers to avidly check Twitter or Facebook for the latest update. Johnny’s blog is what I find the most intriguing. Pictures of new products, events, new store openings and employees give customers a look into who Johnny Cupcakes is and lets you feel a personal connection to the company. Not to mention the fact that Johnny personally updates the blog posts himself.

With a company like this it is necessary to utilize social media. Unlike other clothing brands, JC can be unorthodox in how they distribute new products, some might be scheduled into seasons while others can pop up in a moment of inspiration! You just never know with this company. To keep up with products you are required to be active on social media sites and the company hasn’t missed a beat in keeping customers entertained, stressed out, or even ecstatic over new products being released. With a limited number of brick and mortar store locations online marketing is the only way to reach the vast niche market that JC strives for. This is one company that I believe utilizes social media to its fullest extent and really used it as a gateway into reaching its target market and making it a requirement for participation within the company.