DECEMBER 2013

LIKEABLE.
SHAREABLE.
LICKABLE.
JESSICA LAURIA
DIRECTOR OF BRAND COMMUNICATIONS
CHOBANI
DECEMBER 2013

A LITTLE INTRO
TO
CHOBANI
02 APRIL 2013
DECEMBER 2013

	
  
DECEMBER 2013

OUR BELIEF
WE CHALLENGE THE STATUS
QUO, BECAUSE THE STATUS
QUO ISN’T GOOD ENOUGH
DECEMBER 2013
DELICIOUS
DELICIOUS
DELICIOUS

02 APRIL 2013
DECEMBER 2013

	
  
DECEMBER 2013

WANT TO
KNOW A
SECRET?
DECEMBER 2013

WANT TO
KNOW A
SECRET?
02 APRIL 2013
DECEMBER 2013

CREATED A BRAND
FROM A PRODUCT
	
  
DECEMBER 2013

WHICH HAS GIVEN
US AN AMAZING
FAN BASE OF
CHOBANICS
DECEMBER 2013

OUR APPROACH
TO
LIKEABLE
CONTENT
DECEMBER 2013

MOST CONTENT
IS ONE WAY
Many brands post something that is based on
general marketing insights they know fr...
CAULIFLOWER
PIZZA
DECEMBER 2013
DECEMBER 2013

TAILOR TO THE
PLATFORM
INSTAGRAM
Instagram is photography-based and very visual, so
we try to avoid too man...
INSTAGRAM
DECEMBER 2013
PINTEREST
DECEMBER 2013
DECEMBER 2013

SOMETIMES IT’S
JUST SIMPLY
LOVE
We are lucky to have an amazing fan base that
loves us for who we are! Trul...
DECEMBER 2013

OUR APPROACH
TO
SHAREABLE
CONTENT
DECEMBER 2013

ELEVATE THE
CONVERSATION
We don’t just focus on the marketing or the
product – we elevate the conversation ...
DECEMBER 2013

FEATURE IN AN
ORGANIC WAY
We never want to make the product feel forced or
unnatural. If it does, then we a...
DECEMBER 2013

PROVIDE
BRANDED UTILITY
People are on social media for different reasons,
and we know content – on all topic...
DECEMBER 2013
DECEMBER 2013

INSPIRE
DISCOVERY
We look to provide something new to our fans that
will entice them to share.
They have al...
DECEMBER 2013

SURPRISE &
DELIGHT
WE ARE NOT TO PRECIOUS ABOUT OUR CONTENT
While we are extremely proud of our craft, we d...
DECEMBER 2013
DECEMBER 2013
DECEMBER 2013

OUR APPROACH
TO
LICKABLE
CONTENT
DECEMBER 2013

REALLY
DECEMBER 2013

REALLY
AMAZING
DECEMBER 2013

REALLY
AMAZING
PHOTOGRAPHY
DECEMBER 2013

MOUTHWATERING
It’s the newest rage that lives in social media – Food Porn.
Beautiful, mouthwatering, amazin...
DECEMBER 2013
DECEMBER 2013
DECEMBER 2013

REAL
We don’t use a food stylist or food photographer in
the majority of our social media. We think it is
i...
02 APRIL 2013
DECEMBER 2013

STOP
	
  

h#p://instagram.com/p/dAuJDFP3wC/	
  
02 APRIL 2013
DECEMBER 2013

STOP
	
  
DECEMBER 2013

LICKABLE
We have been told by chefs that Chobani is a ‘very
intelligent & versatile ingredient’. Yes – and ...
DECEMBER 2013

REAL
We don’t use a food stylish or food photographer in
the majority of our social media. We think it is
i...
02 APRIL 2013
DECEMBER 2013

	
  
DECEMBER 2013
DECEMBER 2013

LISTEN
THINK ABOUT PLATFORM
ELEVATE THE CONVERSATION
ADD VALUE
INSPIRE DISCOVERY
SHARE GREAT CONTENT FROM Y...
DECEMBER 2013

THANK
YOU
	
  
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Likeable. Sharable. Lickable.- BDI 12/12/13 Visual Social Communications Leadership Forum

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Presentation: Likeable. Sharable. Lickable.
Presented by: Jessica Lauria, Director of Brand Communications, Chobani
Creating content that's relevant to your audience, interesting to a broader audience and provokes an emotional response.

www.bdionline.com

Published in: Business, Technology

Likeable. Sharable. Lickable.- BDI 12/12/13 Visual Social Communications Leadership Forum

  1. 1. DECEMBER 2013 LIKEABLE. SHAREABLE. LICKABLE. JESSICA LAURIA DIRECTOR OF BRAND COMMUNICATIONS CHOBANI
  2. 2. DECEMBER 2013 A LITTLE INTRO TO CHOBANI
  3. 3. 02 APRIL 2013 DECEMBER 2013  
  4. 4. DECEMBER 2013 OUR BELIEF WE CHALLENGE THE STATUS QUO, BECAUSE THE STATUS QUO ISN’T GOOD ENOUGH
  5. 5. DECEMBER 2013
  6. 6. DELICIOUS DELICIOUS DELICIOUS 02 APRIL 2013 DECEMBER 2013  
  7. 7. DECEMBER 2013 WANT TO KNOW A SECRET?
  8. 8. DECEMBER 2013 WANT TO KNOW A SECRET?
  9. 9. 02 APRIL 2013 DECEMBER 2013 CREATED A BRAND FROM A PRODUCT  
  10. 10. DECEMBER 2013 WHICH HAS GIVEN US AN AMAZING FAN BASE OF CHOBANICS
  11. 11. DECEMBER 2013 OUR APPROACH TO LIKEABLE CONTENT
  12. 12. DECEMBER 2013 MOST CONTENT IS ONE WAY Many brands post something that is based on general marketing insights they know from consumer groups, but this is not always tied to their behavior online. LISTEN TO THE AUDIENCE Before we put anything out in the social universe, we try to understand what’s going on with our audience online. We engage in active social listening, develop audience insights, interrogate their feeds.
  13. 13. CAULIFLOWER PIZZA DECEMBER 2013
  14. 14. DECEMBER 2013 TAILOR TO THE PLATFORM INSTAGRAM Instagram is photography-based and very visual, so we try to avoid too many graphics or text overlay. PINTEREST From the social listening, we try to create boards based on needs and wants of our consumer.
  15. 15. INSTAGRAM DECEMBER 2013
  16. 16. PINTEREST DECEMBER 2013
  17. 17. DECEMBER 2013 SOMETIMES IT’S JUST SIMPLY LOVE We are lucky to have an amazing fan base that loves us for who we are! Truly unconditional love. EXTENDING BEYOND THE PRODUCT While we are happy to share in the love, we also want to extend the conversation beyond our product – which we think creates even more love and appreciation.
  18. 18. DECEMBER 2013 OUR APPROACH TO SHAREABLE CONTENT
  19. 19. DECEMBER 2013 ELEVATE THE CONVERSATION We don’t just focus on the marketing or the product – we elevate the conversation around the product to change the way people think about yogurt.
  20. 20. DECEMBER 2013 FEATURE IN AN ORGANIC WAY We never want to make the product feel forced or unnatural. If it does, then we are not being true to ourselves or our fans. We also don’t over-brand our images. We appreciate when things look beautiful – especially food!
  21. 21. DECEMBER 2013 PROVIDE BRANDED UTILITY People are on social media for different reasons, and we know content – on all topics – is a key driver for sharing. While we inspire the new, we can also reinvent the old. It’s important to be useful and give people things they need to make their lives better. UNDERSTAND NEEDS AND INTERESTS We always try to think beyond the core. While creations and our core product are important, they don’t always fill consumer needs.
  22. 22. DECEMBER 2013
  23. 23. DECEMBER 2013 INSPIRE DISCOVERY We look to provide something new to our fans that will entice them to share. They have all seen granola and yogurt in a cup, so how can we be innovative in our recipes and encourage exploration.
  24. 24. DECEMBER 2013 SURPRISE & DELIGHT WE ARE NOT TO PRECIOUS ABOUT OUR CONTENT While we are extremely proud of our craft, we don’t discriminate great recipes or content. We share it all – for you/by you/by us/for everyone. YOGURT FOR ALL – OURS IS JUST THE BEST We want to create awareness of our amazingly delicious product, but we also want to create awareness around benefits of Greek yogurt – in its nutrition value, its utility, its versatility. No one should be deprived!
  25. 25. DECEMBER 2013
  26. 26. DECEMBER 2013
  27. 27. DECEMBER 2013 OUR APPROACH TO LICKABLE CONTENT
  28. 28. DECEMBER 2013 REALLY
  29. 29. DECEMBER 2013 REALLY AMAZING
  30. 30. DECEMBER 2013 REALLY AMAZING PHOTOGRAPHY
  31. 31. DECEMBER 2013 MOUTHWATERING It’s the newest rage that lives in social media – Food Porn. Beautiful, mouthwatering, amazing food imagery. WE ARE PROUD OF OUR PRODUCT – AND IT SHOWS We always treat Chobani with love, as well with all our ingredients.
  32. 32. DECEMBER 2013
  33. 33. DECEMBER 2013
  34. 34. DECEMBER 2013 REAL We don’t use a food stylist or food photographer in the majority of our social media. We think it is inspirational 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.
  35. 35. 02 APRIL 2013 DECEMBER 2013 STOP   h#p://instagram.com/p/dAuJDFP3wC/  
  36. 36. 02 APRIL 2013 DECEMBER 2013 STOP  
  37. 37. DECEMBER 2013 LICKABLE We have been told by chefs that Chobani is a ‘very intelligent & versatile ingredient’. Yes – and extremely delicious. HIGH FOOD IQ NOT REQUIRED We can hang with the chefs in the kitchen and the kids in the park – and happy to play with so many people and delivery so many options.
  38. 38. DECEMBER 2013 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.
  39. 39. 02 APRIL 2013 DECEMBER 2013  
  40. 40. DECEMBER 2013
  41. 41. DECEMBER 2013 LISTEN THINK ABOUT PLATFORM ELEVATE THE CONVERSATION ADD VALUE INSPIRE DISCOVERY SHARE GREAT CONTENT FROM YOU & OTHERS
  42. 42. DECEMBER 2013 THANK YOU  

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