What is love? If you take a look Chobani’s new social media campaign you might be convinced love is yogurt – Greek yogurt, in particular.
Chobani shows how social media marketing can tie together a PR package by kicking off its growing “Love Stories” campaign. They’re using their website, Facebook, and Twitter to harness all the positive energy from their product and put it on display for potential customers. KellyOlexa tweets, “Totally down with Chobani now! Mmmmm.”
Chobani is also doing smart digital recycling. They’ve taken some of the better digital marketing content and made television ads as well. When you watch the commercials you can tell it’s not an actor right off the bat (no cheesy lab coat – check) and that these people have some real love for this product. They also put out a standard PR release just to cover all their bases.
But like we mentioned before, the real star here is the social media element, which is the string tying all these elements in one neat little package. And in the process Chobani is turning a niche market (Greek yogurt) into the market. Chobani has seen a “225.9 percent” increase from the same 52 week period a year before. A budding business/client romance… A competitor like Yoplait is going to have to flex its social media marketing muscles a bit more, if it hopes to compete.