Chobani ran a 14-day email campaign called the Chobani Gimmies Swag Drop to promote their new Chobani Gimmies product line and acquire new parents as customers. The campaign involved sending 15 emails and using social media to distribute limited edition Chobani merchandise. The campaign resulted in a 3.5% increase in email subscribers, 52.8% increase in retail subscribers, and engagement rates far above benchmarks. It also drove over 52% of traffic to the website and sold out of over 1700 items in under 64 days. The campaign was deemed successful but could have seen even better results through more personalized messaging and testing ad extensions.

1. December 2019
Chobani Case Study
How Do You Get Parents Obsessed?
Give ‘em Chobani Gimmies (swag)!!!

2. 2
What I’ll Cover Today
Chobani’s Email Evolution
Chobani Gimmies Case Study
Results & Learning

3. 3
Chobani’s Email Evolution
Batch and blast
2017
Slow crawl
2018
Crawl
2019
Walk
Email growth
Introduction to
segmentation
Salesforce migration
Thinking email first
Loyalty and acquisition
through preference data
Design

4. So, we knew that we had to think
email first for a new product launch.

6. 6
Challenge
Objectives
A limited amount of people in Chobani’s owned audience
who fit the Chobani Gimmies target audience.
Increase awareness
of Chobani Gimmies.
Acquire qualified audience by leveraging
existing community to extend reach.

7. 7
The Idea
Launch the first-ever 14-day Chobani Gimmies Swag Drop,
with custom, limited edition Gimmies merch, to excite our
audience, drive broad awareness and grow parents audience.

10. 10
Gimmies Swag Drop: Distribution

11. 11
15 Emails 14 Instagram Posts 15 Instagram Stories
Gimmies Swag Drop: Content Distribution

12. 12
Day 1: Poppin’ Cotton Candy Onesies (250 Units)

13. 13
Day 5: Ooey Gooey S’more Sleeping Bag (50 Units)

14. 14
Day 7: Bizzy Buzzy Strawberry Earbuds (500 Units)

15. Results

16. 16
Results
+3.5%increase in
subscribers in 14 days
+52.8%increase in
retail subscribers

17. 17
Results
+201%daily avg. open rate
over benchmark
+170%daily avg. CTO
over benchmark

18. 18
Results
52%new site
visitors
64suntil 1700+ items claimed
on site

19. 19
Results
6press articles
20eBay listings

20. 20
Learnings & Takeaways
Relevance is key1
– Email OR and CTO high because of relevance to audience
Personalization + extensions could have increased engagement and reach2
– Opportunity to personalize emails
– Opportunity to test Ad Studio
Optimize for shorter campaign duration3
– Diminishing returns over time