Yogurt On The Go: Chobani’s Winning Social Media Strategy-Nazar Kamangar/bridge consulting blogs
We’ve talked in the past about food companies making giant missteps in their social media marketing strategies. But for every company that approaches social media marketing from the wrong angle, there are several others who are doing it right. Despite recent efforts to rebrand itself as a dining spot with lighter options, McDonald’s is not exactly renowned as a healthy brand. Today, we’ll highlight a company at the opposite end of the health spectrum with a robust social media presence.
There’s been a big surge in the past few years in the popularity of Greek yogurt. It’s richer and creamier than typical yogurt, and has an exotic flare to it that appeals to young women (who are a big demographic in yogurt sales). As far back as 2010, Nielsen Wire was reporting on the increasing buzz on Greek yogurt. Other brands have made splashy advertising moves; notably, Oikos shelled out the money to produce ads starring John Stamos that debuted during the Super Bowl. But the biggest name in Greek yogurt is Chobani, and this is due in large part to their savvy social media strategy.
Chobani realized early that its target demographics were women (plus the occasional pro wrestler), and people interested in improving and maintaining their health. They were the first yogurt brand to have a presence on the female-dominated Pinterest, embodying many of Mashable’s best practices for food brands on the site. They were also early adopters of the Instagram platform, and positioned themselves as leaders on each of these sites by arriving early and setting up a strong presence.
On Facebook, Chobani took advantage of the presence of multiple other businesses, and sought to align themselves with other brands that might appeal to their target demographics. Among their “likes”; NPR and Self magazine. They let their followers post on their Facebook wall and share pictures of their families enjoying a tasty snack of yogurt. They also use their page to share recipes and snack ideas as well as health and fitness tips.
Chobani doesn’t reinvent the wheel; they simply know their audience, actively engage with them, and have a nice blend of established social media platforms and integration of new buzzy venues.
ABC News has highlighted several other food brands who have adopted social media strategies that work for them. See this article for more tips and tricks.