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