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Lexi Sigesmund, Chobani, How Do You Get Parents Obsessed? Gimmies!


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Email Insider Summit, Deer Valley, Utah, Day 2 - Lexi Sigesmund, A Chobani case study.

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Lexi Sigesmund, Chobani, How Do You Get Parents Obsessed? Gimmies!

  1. 1. December 2019 Chobani Case Study How Do You Get Parents Obsessed? Give ‘em Chobani Gimmies (swag)!!!
  2. 2. 2 What I’ll Cover Today Chobani’s Email Evolution Chobani Gimmies Case Study Results & Learning
  3. 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. 4. So, we knew that we had to think email first for a new product launch.
  5. 5. 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.
  6. 6. 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.
  7. 7. 10 Gimmies Swag Drop: Distribution
  8. 8. 11 15 Emails 14 Instagram Posts 15 Instagram Stories Gimmies Swag Drop: Content Distribution
  9. 9. 12 Day 1: Poppin’ Cotton Candy Onesies (250 Units)
  10. 10. 13 Day 5: Ooey Gooey S’more Sleeping Bag (50 Units)
  11. 11. 14 Day 7: Bizzy Buzzy Strawberry Earbuds (500 Units)
  12. 12. Results
  13. 13. 16 Results +3.5%increase in subscribers in 14 days +52.8%increase in retail subscribers
  14. 14. 17 Results +201%daily avg. open rate over benchmark +170%daily avg. CTO over benchmark
  15. 15. 18 Results 52%new site visitors 64suntil 1700+ items claimed on site
  16. 16. 19 Results 6press articles 20eBay listings
  17. 17. 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