How to Feed Your Feed: Case Study with Chobani
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How to Feed Your Feed: Case Study with Chobani

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Staying authentic to your audience while growing a brand on social, in high-pressure situations, from the perspective of Chobani's vp of brand communications Josh Dean.

Staying authentic to your audience while growing a brand on social, in high-pressure situations, from the perspective of Chobani's vp of brand communications Josh Dean.

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  • Hello everyone. Very excited to be here. So why am I standing in front of you today? Well as you all have heard  The social spaces is really dynamic, so much stuff, more challenges than ever.
  • The question we ask ourselves every day – WHO CARES? It’s hard to be relevant in this crowded space.Content needs to be engaging, useful, relevant, entertaining.
  • And it’s So Crowded….So many Tweets…..Users…..Posts…..
  • And it’s So Crowded….So many Tweets…..Users…..Posts…..
  • And it’s So Crowded….So many Tweets…..Users…..Posts…..
  • It’s overload for our short attention spans – it’s enough for a like – less than 8 seconds?  
  • And with every changing algorithms and new platforms – there is no blue print. There is so much going on and no time to think
  • So today, I’d like to take you through the journey we've been on in the past few months at Chobani and what we learnt about ourselves and how we grew our social presence in 3 big events in the space of a month. How we stayed authentic to our audience whilst growing the brand on social. How we fed our feed.
  • We do things the right way
  • And through this belief, we created an amazing product….. Which people loved – and created an AMAZING community in social
  • Listening - giving them what they want & product love sometime it’s product, but it’s really leaning into the conversation versus pushing out marketing. We had a two-way conversation, versus just pushing out content.
  • going beyond the product it and elevating the conversation. Providing useful, interesting content. Being relevant
  • Foodform
  • $1bn in less than 5 years and did this with only
  • 35 unaided awareness
  • Well we had 3 rather small events. Superbowl, Olympics and Oscars.  But how do you do those 3 tentpoles in a way that felts relevant an authentic to who you are as a brand, on social? Well here’s what we did 
  • So as you can tell from my accent I’m not from the US but even us brits know that there’s no bigger stage to launch your brand than at the Superbowl. But the pressure got even bigger for us as the Superbowl became the start of the ..drum roll..
  • YOGURT WARS Yes - we had awoken some rather large giants who weren’t very happy with us. So the Yogurt wars had begun and we unleashed a discerning bear who was on a mission to find real food (maybe show ad)
  • In social we wanted to lean into the bear and play this the right way. In a relevant way for the event (super bowl) - covering super bowl, more pieces of content 
  • We found our brand advocates and gave them custom content — a LOT of the content (300 unique pieces). We started with our most loyal fans and then
  • And we played with brands too (pics of the brand tweets).
  • We played with the big boys but we didn't really have deep pockets. And our ROAR was heard.
  • So take that Uncle Jesse - we won the yogurt war, or the first battle at least :) 
  • We trended on twitter, we won the conversation and we delighted our existing and some new fans
  • So from the yogurt wars we moved onto the slopes and our sponsorship of the Winter Olympics.
  • We had a very authentic story to tell about our brand, not only were we sponsoring 6 athletes, but they all eat Chobani as part of their training. Unique angle in and we produced a ton of planned content – we planned for moments we knew were going to happen
  • We also planned to ship Chobani to Sochi so they could have while competing.
  • Our shipment planned to Russia got blocked and it became an overnight story all over the networks. The yogurt war became the Cold War and our own CMO was quoted in the times .The world had gone crazy, if you’d have told me when I started that Chobani would be involved in a diplomatic crisis I think it would have been a joke
  • #freechobani was all over the twitterspehere Everyone was telling us that we we’re sitting on a social gold mine.
  • Even the senator got involved The world had gone crazy, if you’d have told me when I started that Chobani would be involved in a diplomatic crisis I think it would have been a joke
  • Everyone was telling us that we we’re sitting on a social gold mine.
  • Even our friends at  DIGIDAY – ARE YOU MISSING OUTWhat are you doing, you're leading team, PR, advertising/social agency, etc. it didn't feel right. We didn't want to be seen to be opportunistic and our fans would have been disappointed in us. This is the point where, for us senior marketers, you really have to lean into your social team, the people who interact with and understand your fans better than anyone else. Because they know what’s right. Really understand what value we would get out of it….we didn’t see it.  We wanted to find the right way of telling OUR authentic story
  • Luckily Russia has more drama for us – their anti LGBT stance.  There was nothing more authentic than what our founder believed .  That no matter who you were, what color your skin or who you loved people should always be treated with respect and equality. We were only 1 of 3 brands that publically opposed the LGBT law
  • Then we tweeted this. naturally powering tweet 
  • It was the perfect summation of what we believed and really leaned into the conversation.
  • People recognized that. Both the industry 
  • and the fans.
  • Recap slide – So far we talked about not being afraid to go big, always going back to your audience and not being afraid to wait for the right opportunity
  • Lets move onto the final act of our story, The Oscars 
  • The stage was SET and the lights were up and the red carpet was out for lots of content (think im done with the analogies) – we went into this knowing we had a powerful story to tell around how food is made and we were launching our 100 Calorie yogurt made with only natural ingredients. And we had a LOT of content ready And like many brands we also DID prepare to lean into the Oscars 
  • Yes – we had the best sound mix to yogurt and granola We’d prepared for manufactured serendipityAs always, we were really paying attention to audience reaction before, during, and after.
  • We quickly realized how some of the real time marketing was falling flat.. There’s a fine line between relevant and cheesyIt was at this point that we shouldn’t push out a bunch of content – rather it would have been more impactful to do a few powerful pieces.
  • We only ended up posting a few key things.  We zagged where others zigged and stayed true to ourselves and what we believed in. Authenticity
  • Sometime less is more Got credit for such – including digiday ;)
  • Recap slide – So far we talked about not being afraid to go big, always going back to your audience and not being afraid to wait for the right opportunity
  • BE AUTHENTIC TO YOUR CORE AUDIENCE DON’T BOW TO PRESSURERECOGNIZE THE RIGHT OPPORTUNITIES LESS CAN BE MORE

How to Feed Your Feed: Case Study with Chobani How to Feed Your Feed: Case Study with Chobani Presentation Transcript

  • APRIL 2014 HOW TO FEED YOUR FEED APRIL 2014 JOSH DEAN VP, BRAND COMMUNICATIONS CHOBANI DIGIDAY BRAND SUMMITT APRIL 29, 2014
  • APRIL 2014 2
  • APRIL 2014 3 500 MILLION TWEETS ARE SENT EVERY DAY 2014.
  • APRIL 2014 4 500 MILLION TWEETS ARE SENT EVERY DAY 802 MILLION DAILY ACTIVE FACEBOOK USERS 2014.
  • APRIL 2014 5 500 MILLION TWEETS ARE SENT EVERY DAY 802 MILLION DAILY ACTIVE FACEBOOK USERS 2014. 60 MILLION INSTAGRAM PHOTOS A DAY
  • APRIL 2014
  • APRIL 2014
  • APRIL 2014
  • APRIL 2014 A LITTLE INTRO TO CHOBANI
  • 10 START WITH SIMPLE TRUTHS AND BELIEFS…
  • APRIL 2014 OUR VALUES 11 “We believe people have great taste. They just need great options.” Hamdi Ulukaya, Founder & CEO
  • APRIL 2014 Better Food for More People OUR MISSION 12
  • 13 OUR FOOD PHILOSOPHY We make products the right way: • Authentic, unique recipe: 3 cups of milk • More cultures • Only natural ingredients • No artificial growth hormones
  • 14 ―We challenge the status quo, because the status quo isn’t good enough.‖ OUR BELIEF
  • APRIL 2014 WHICH HAS GIVEN US AN AMAZING FAN BASE OF CHOBANIACS
  • APRIL 201402 APRIL 2013 CREATED A BRAND FROM A PRODUCT
  • APRIL 2014 17 WHERE WE’VE BEEN
  • APRIL 2014 18 WHERE WE’VE BEEN LIKEABLE SHAREABLE LICKABLE
  • APRIL 2014 19 LIKEABLE
  • APRIL 2014 20 SHAREABLE
  • APRIL 201402 APRIL 2013 LICKABLE
  • APRIL 2014 22 LICKABLE
  • APRIL 2014
  • APRIL 2014
  • APRIL 2014 REAL We don’t use a food stylish or food photographer in the majority of our social media. We think it is inspiration to our audience to realize they can do this too. SHARE USER GENERATED CONTENT Sometimes real imagery is even more shareable. Our goal is to be aspirational, but approachable. We are for everyone.
  • APRIL 201402 APRIL 2013 #FOODPORN
  • APRIL 2014 OUR Q1 CHALLENGE
  • APRIL 2014 SALES $1B
  • APRIL 2014 SALES $1B AWARENES S 35%
  • APRIL 2014 30
  • APRIL 2014 31
  • APRIL 2014 SUPER BOWL
  • 33
  • APRIL 2014
  • 35 NEW :60 TV SPOT
  • APRIL 2014 BEAR
  • APRIL 2014 37
  • APRIL 2014 38
  • APRIL 2014 39 BRAND TO BRAND
  • APRIL 2014 Greek yogurt is more popular than ever and now top brands are facing off with major ad campaigns. Both Chobani and Dannon Oikos have confirmed that they have ads premiering during February's Super Bowl— an amazing fact considering most game day commercials are for junk food and beer! "We're America's number one yogurt brand, so why not be in America's number one event?" -Peter McGuinness 40 THE ROAR WAS HEARD
  • APRIL 2014 41 TAKE THAT, UNCLE JESSE
  • APRIL 2014 42 THE YOGURT WARS SOCIAL IMPRESSIONS: CHOBANI 135M OIKOS 52M YOPLAIT 32 M 300 PIECES OF UNIQUE SOCIAL CONTENT 7X DAILY RT AVERAGE 15,000 BRAND MENTIONS 1,593 MEDIA PLACEMENTS TAKE THAT, UNCLE JESSE
  • 43 KNOW THE GAME YOU ARE PLAYING
  • 44 KNOW THE GAME YOU ARE PLAYING PLAY IT AND DON’T BE AFRAID TO PUSH IT
  • APRIL 2014 OLYMPICS
  • APRIL 2014 46 NATURALLY POWERING TEAM USA
  • APRIL 2014 47 THE PLANNED CONTENT
  • APRIL 2014
  • APRIL 2014 49 THE COLD WAR…
  • APRIL 2014 50 #FREECHOBANI
  • APRIL 2014 51
  • APRIL 2014 52 #FREECHOBANI
  • APRIL 2014 53
  • APRIL 2014 54 THE COLD WAR…CONTINUED Re: the Russian LGBT Law "It's disappointing that in 2014 this is still an issue. We started Chobani to provide better food for more people, and our company has always believed in diversity and inclusion. We are against all laws and practices that discriminate in any way, whether it be where you come from or who you love – for that reason, we oppose Russia’s anti-LGBT law.‖ – Hamdi Ulukaya, Founder & CEO
  • APRIL 2014 55 THE COLD WAR…CONTINUED
  • APRIL 2014 56 NATURALLY POWERING EVERYONE Our best performing Facebook and Tweet… EVER 72 RT, 47 favorites The Huffington Post article marked the first time one Chobani social post made National news.
  • APRIL 2014 57
  • APRIL 2014
  • 59 DON’T BOW TO PRESSURE
  • 60 DON’T BOW TO PRESSURE ACT ON THE RIGHT OPPORTUNITIES
  • APRIL 2014 ACADEMY AWARDS
  • APRIL 2014 62
  • APRIL 2014 63
  • APRIL 2014 64
  • APRIL 2014 65
  • APRIL 2014 66
  • APRIL 2014 67 38MM TOTAL IMPRESSIONS
  • 68 SOMETIMES LESS REALLY IS MORE
  • APRIL 2014 69 TWITTER 37.1MM TOTAL IMPRESSIONS 220% INCREASE IN CONVERSATION ABOUT CHOBANI 81% HIGHER ENGAGEMENT THAN FOOD INDUSTRY BENCHMARKS 17% LIFT INCONSUMER PURCHASE INTENT (PER NIELSEN BRAND SURVEYS) EXCITING Q1
  • APRIL 2014 70 EXCITING Q1 FACEBOOK 75.6MM TOTAL REACH +13PTS AD RECALL +11PTS BRAND RECOMMENDATION (PER NIELSEN BRAND EFFECTS STUDY)
  • APRIL 2014 71 60 SECOND DECISION CHECKLIST 1. WHAT CONTENT WOULD BE AUTHENTIC TO YOUR BRAND AND YOUR AUDIENCE? 2. WHERE IS THE PRESSURE COMING FROM? 3. IS IT THE RIGHT OPPORTUNITY? 4. HOW CAN YOU ZIG WHILE EVERONE ELSE ZAGS?
  • A CUP OF YOGURT WON’T CHANGE THE WORLD, BUT HOW WE MAKE IT MIGHT… 72
  • APRIL 2014 THANK YOU @mrjoshuadean