1. PR3315 Digital Media Audit Worksheet
Audit Worksheet
Sun Bum
Katheryn Ellis
February 4-18, 2022
1) Digital Channels
Channel URL/Notes
Website https://www.sunbum.com/collections/plp-skin-care-all?sort_by=best-
selling://www.sunbum.com/&gclid=CjwKCAiA6seQBhAfEiwAvPqu16WNhhhg2ZYxtihdIFUDsIBaFoPusbpJZA
App No
Blog https://www.sunbum.com/blogs/sun-bum
Email
Signup?
Yes
Text (SMS)
messaging?
No
Other? Sun Bum Fan Club
Sun Bum is an instantly recognizable brand. All their products have their mascot, which is a
gorilla named Sonny. Sonny consistently appears throughout their website, blog, and social media
platforms. Sun Bum has a clean, laid back, beachy appearance. Sun Bum makes their brand seem fun
and easy going. This directly reflects their target audience, which are people that love being out in the
sun. Across their platforms, they consistently use shades of brown, yellow, and purple. They even use
these colors in their product packaging. They also use the phrases, “Trust the Bum” and “We don’t care
if you use ours, just use sunscreen” consistently. The first call to action is to subscribe to emails from the
brand. The second was to follow their social media, to “join the fun.” The third was to shop/buy.
2) Search Engine Optimization
Search Engine Rank (example: 1/17,300,000 results) Paid Placement (Y/N)
Google 1/808,000 Yes
Bing 1/6,820,000 Yes
Yahoo 3/6,820,000 No
When searching for Sun Bum on all the search engines, I found them instantly. The only other
brand that came up was a brand called Sol de Janeiro. It sells products that are different than Sun Bum,
because most of Sun Bum’s products include SPF. Sol de Janeiro does not have SPF in their products. On
Yahoo, Sol de Janeiro comes up first, because they have paid placement, while Sun Bum does not. I tried
several searches for sunscreen, SPF haircare, etc. Sun Bum came up each time.