Finding the right audience in the ever changing social landscape is a tall order for a brand to tackle alone, that’s why Chobani chose us. We reimagined their social media strategy because existing quality content wasn’t delivering results.

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The goal: higher awareness of product RTBs and increased consideration & loyalty from core and emerging audiences. The big aha: today’s “better for you” consumers are more than just health-focused. They’re eco-conscious, research-driven, socially savvy label readers, expecting both function and flavor in every bite. They value brands that reflect their values, but won’t compromise on taste or trust. 

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So, as social lead agency we took a phased, focused approach of data mining and strategic guideline development to:

• Redefine audience segments balancing new (Fitness Phenoms, Holistic Lifers, Health Seeking Pros) vs core (Zillennial Parents)
• Better understand competitors and aspirational brands 
• Sharpen owned platform strategies
• Establish effective content pillars
• Identify key areas of culture to activate within
• Sharpen the social persona & tone
• Update measurement strategy across the funnel

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This led to a comprehensive social playbook for Chobani that achieves brand objectives, rooted in insights & behaviors.

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