品牌说

The Most Comprehensive Insight Analysis For Chobani Social Media Promotion Strategy

For many brands, increasing brand awareness seems to become a forever business goal to achieve. Developing continual brand awareness may be not company’s primary goal (of course, it depends on business stage), but it must keep in every top manager’s mind. Especially for global brands, they desire to reach more and more potential customers to expand its market share.

Well, brands have their own budgets to do marketing. They need to choose the most effective media to reach the right customers at the right time. Which way is the best way to refresh new stories and get close in touch with people day by day? Social media!

No matter you are selling products or providing services, social media definitely build a two-way communication bridge between customers and a brand. You can create interesting and valuable posts to show your brand personality. When people love your brand story, they can’t wait to share your brand with their friends.I believe everyone is a social media influencer.

Chobani Social Media Promotion Study

Chobani is absolutely a Winner on social media marketing. In my last post six amazing things about Chobani, I mentioned that I love Chobani because of its creative product promotion features and its brand goodness. This time, I would like to share my insight on how Chobani integrates different social media platforms to promote brand and win people’s hearts.

Facebook:

chobani-facebook
  • Truly understand customer normal behavior & Send the right reminder at the right time

On the Facebook page, Chobani posts many new product and seasonal flavor promotions every day. When I go through all the recent posts, I find that Chobani had promoted seasonal pumpkin flavor yogurt since the past three Saturdays. The pumpkin posts had received the highest engagement. Saturday is the most common day to buy grocery. It is a really good idea to send people a simple reminder at the weekend.
chobani-pumpkin

  • Create short video to promote new adding & Encourage people to eat healthier
Chobani creates a short video which shows us under the same calories, we can either to choose enjoy a big size creamy yogurt or a small piece of chips. Of course, yogurt is a healthier choice than chips. This video primary promotes Chobani is adding oatmeal cookies in the yogurt, so it delivers a better nutrition and taste experience to customers.
chobani-health-compare
Nowadays, more and more people tend to pursue a healthy lifestyle. We love snacks, but we want a healthy one. Chobani shows us yogurt can be a good substitute for chips. When people see this video, they are more likely to consider to try this new snack.
  • Share brand believes in the comment & Help people to learn brand value
A good product can offer us a great experience, but what will make us truly love a brand? When we believe what they believe. 
 
When new customers ask questions in the comments, Chobani not only answers questions nicely but also sends Chobani Believes link to help customers learn its brand story and culture. Sharing beliefs can encourage customers to learn the unique brand value and make them believe the brand . 
reply-common
  • Leverage influencer’s power to reach potential customers and fans
Many brands realize that leverage big social media influencer’s power can reach more potential customers effectively. Top influencers have millions of fans, so when they share their favorite brands, many of their fans are more likely to follow these brands.
During the Olympic Game time, Chobani is a good U.S.team sponsor and provides high nutrition yogurt to athletes. Allyson Felix, who is the most famous U.S. athlete, has over 470,000 fans on her Facebook page. When Chobani mentioned Allyson on the post, it automatically attracted her fans’ attention. Therefore, their fans would like to view the post and take action on it. I think because Allyson had pineapple yogurt that time, many of her fans were eager to try this flavor.
 influencer-promotion
  • Enable customer to search new product location

Chobani smoothies get more and more popular right now. For a brand new product, if we don’t know where we can get it, we may feel disappointed. Chobani wants people feel happy, so it inserts a geographic location link to tell people where they can get smoothies. It is very convenience for people to search the store directly on the smartphone or laptop.
geography-to-buy

  • Introduce new recipe & Win-win promotion with Target
Chobani shares their own recipes on the Facebook to attract food lovers’ attention. For example, it created an interactive video to show how to mix all the fresh ingredients with the Chobani yogurt.

Besides sharing its own recipes, Chobani also shared Target recipes and attached Target recipe link. The purpose is to tell people Chobani is available at Target.
It is definitely “lead” customers to visit Target page and read the recipe. Then, people who want to try this recipe will visit Target store to grab all the necessary ingredients including Chobani yogurt. Thus, it is a Win-Win promotion idea to drive sales for both brands.
cross-promotion

Twitter:

chobani-twitter

On Twitter, Chobani applies some similar promotion strategies such as new product, new recipes, healthy lifestyle, influence power, brand culture. However, Chobani approaches differently on Twitter.

  • Focus on key audience group & Make them feel special
September is back-to-school time! What makes parents a headache? Preparing lunch box every day probably drives moms crazy. At this time, Chobani highly focuses on mom group. Thus, they tweet many great lunch tips and recommend new kid yogurts to solve moms pain point.
kids-tip
Promoting certain products to related groups can reach target audience effectively and receive large attention in short time. This approach makes target audience feel important and special. Therefore, it is a great way to have the emotional connection with the audience.
  • Use short content with simple hashtags 
Twitter limits tweet length, so we need to keep our content short and easy to get the key points.Chobani uses short words and related picture to describe product key features. A good image can easily grab people attention and make them want to read.

Chobani also creates simple hashtags to organize same or related topic together. When people search certain topic, the related topic group will show up. We can catch all the related information immediately, and it definitely saves our time. Using hashtags can also improve SEO potentially.

kids-tube

  • Ask fun questions & Mention winners to interact with fans
Chobani asks fun and short questions to interact with followers. I think to get answers is not the main purpose of this kind tweet. The main purpose is to keep tweet interesting and fun. They hope their followers to see something different. 
qa
Chobani also mentioned VIP package winners on the tweet to make winners feel excited and proud. It also let other followers feel curious about this contest especially when they see the gift. Therefore, it encourages more people follow Chobani’s tweets and participate in the future event or contest. 
winner-anncouce
  • Show real people and real events
Chobani updated the real event and people on time to show brand campaign. It makes us feel Chobani stay close with our life. It is not only a simple yogurt on the shelve, but also has its own spirit to motivate people to live better. When people see Chobani logo and poster at the event, they feel being supported. 
twitter-events

Google+:

google-plus

Google+ gets very popular for business to share brand news and promote products. I feel surprised that Chobani doesn’t post as much as it does on Facebook and Twitter. Chobani primary shares new products and some related brand articles or blogs. 

new-product

Probably Google+ is not the primary channel for Chobani to promote brands. It makes sense. Brands should select the most effective channels to reach customers. If brands want to reach more customers, it is better for them to jump to a larger customer-size pool. 
According to online research, there are about 300 million monthly active users on Google+, and the average monthly time spent on Google+ is about 7 minutes. (50+ Amazing Google Plus Statistics) Comparing it with the Facebook statistic, there are 1.17 billion monthly active users use Facebook, and the average time spent per Facebook visit is 20 minutes.
brand-interest
I feel special that Google+ shows Chobani’s interests on the front page. I can learn that Chobani primary targets on Moms. I think it is a simple way to connect with the key target audience. Showing brand interests can also refer people who have same interests to make the connection with related groups. 

Pinterest:

pinterest

On the Pinterest, Chobani displays different pinboards that collect shining and attractive images. Each pinboard tells a unique story to audiences. The most impressive thing is that Chobani covers a variety of hot topics which highly relate to our daily life. This way can widely match different target audience’s interests.
fit-with-it
One of Chobani collections is “Fit With It”. It collects many infographic designs which tell fitness fans how Chobani benefits their workout.
holiday-treats
“Holiday Treats” collections share many special ideas for holidays.
love-this-life
In the “Love This Life” pin board, Chobani collects many inspired picture quotes to encourage people to love and enjoy our life.
baking
“Baked with Chobani” displays many great baking recipes to show the audience how to use Chobani yogurt to create a delicious cake.

Instagram:

chobani-instagram
In the Instagram, Chobani shows pretty yogurt, smoothies and recipes pictures to promote their new products and flavors. 

  • One promotion approach is making everything live. 

For example, they send a Boomerang video to show how to create a yogurt cereal bowl. The “#chobanisoho” simply tells people where they can get this experience. It will make audiences want to visit Soho store to try it. It is also a great way to promote Chobani local store. 

chobani-soho
  • Another approach is using “take action hashtag”.

It uses action verbs to encourage the audience to take actions. Don’t just look at the image, go to try it!

For example, they use “#DrinkChobani” to show the audience their new smoothies and ask them to try it. One fan commented that she didn’t even know it existed. Using action words are more powerful to stimulate our desires and motivate us to take action.
drink-chobani

Tumblr:

tumblr

On the Tumblr, Chobani only focuses on creative recipes. It is a great place to attract food lovers to visit to learn how to use Chobani as a fresh ingredient to create magic and delicious food. We can read detail recipes to prepare all the ingredients and follow their steps to cook.make-with-yogurt
At The End:

After I analyze each social media platforms, I believe that Chobani fully understands how to use each platform to promote brand effectively.  It implements clear and focused approach(es) on each channel to send the right message to the right people. All of messages reflect their unique brand personalities: positive, healthy, creative, and fun. Chobani makes us believe that its yogurt power can make us live better.

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