Chobani Digital Media Strategy
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Chobani Digital Media Strategy

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A plan I built to improve Chobani's social media marketing.

A plan I built to improve Chobani's social media marketing.

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Chobani Digital Media Strategy Chobani Digital Media Strategy Presentation Transcript

  • Digital Media Strategy by Katie Murray
  • Brand Persona #chobanichick  • “Nothing  but  Good”  slogan  that  represents  quality  manufacturing  and  ingredients  • Began  as  a  small  company  owned  and  operated  by  a  dedicated  team,  that  grew  into  a  hit  success  • A  revoluAon  in  health  foods,  affordable,  delicious  and  natural  products    
  • Chobani Chick Persona  Chobani  Chic  will  give  readers  a  sense  of  the  wonderful,  healthy,  acAve,  and  fulfilling  life  that  results  from  buying  and  eaAng  this  product.   • Tweets  pictures  of  morning   rouAne  and  adventures   • Tries  new  exercises,    goes  to   yoga,  hikes,  and  walks   • Has  kids  and  feeds  them   Chobani  recipes   • Travels  and  tweets  about   vacaAons  
  • Target Audience #chobanichick  •   16-­‐34  year  old  men  and  women  who  already  eat  yogurt,  but  have  not  tried  Chobani  • The  Millennials:  A  group  that  chooses  their  products  based  on  research,  and  are  eager  to  move  away  from  their  parent’s  products  • AcAve,  healthy,  and  adventurous  types  with  money  to  spend  on  high  end  groceries  • Women  aged  23-­‐56  who  are  the  main  grocery    buyers  in  American  households  
  • Twitter  Strategy #chobanichick   @ChobaniChick:  Packing  for  a  hiking  trip  @  Lake  Tahoe.  Cant   forget  my  @NikeAir  tennis  shoes!  • Builds  relaAonships  with  similar  brands  • Tweets  personal  things  about  every  day  life  • Puts  a  personality  and  face  to  the  Chobani  company  
  • Instagram  Strategy #chobanichick   “ @chobanichick:   Having  a  quick  snack   @chobanisoho   #chobanichick  #yum     ”   “ @chobanichick:   Packed  my  4  yr  old   Chobani  Champions   for  lunch! #chobanichick  #yum     ”  
  • Pinterest  Strategy #chobanichick   Chobani  Chick   Lover  of  Chobani  with  husband,  two  kids,  and  living  in   NYC.  Follow  for  workouts,  recipes,  and  other  adventures.     Follow    Travel  Guides   Healthy  Lunch  Ideas   Workout  Tips   Edit Edit Edit• A  board  about  how  to  save  Ame  in  the  morning  • A  board  with  men  and  women’s  work  out  clothing  • A  board  about  bucket  list  ideas.  
  • Digital Strategy Budget   Total  for  one  year:  $239,000.00   Social  Media  Editor  Salary/yr:   $30,000.00   Traffic  and  AnalyAcs  Specialist/yr:   $30,000.00   Photo  and  Graphics  Editor/yr:   $29,000.00   Adobe  Omniture  SubscripAon   (Dependent  on  Size  of  Company,   and  OpAons):  $150,000.00  
  • Similar  Strategies #chobanichick  @OscarPRgirl  :     @CoachBLKRwoman  :    “connecAng  with  your  followers  on  that  personal  level  is  part  of  what   Successful  Twifer  created  by  an  gives  you  their  afenAon  when  you   exec  at  Coach  to  showcase  have  something  to  say  about  your   products  and  lifestyle  of  Coach.    brand."  
  • Measuring Success #chobanichick  • Daily  Unique  Page  Visitors                  •   Page  Visits    • Average  Length  of  Time  Spent  on  Site  • Engagement  (Shares,  Likes,  Favorites,  Retweets)  • Monthly  Omniture  Report  • Traffic  to  Chobani  SOHO  and  increase  in  annual  sales