Chobani: Inspiring your inner foodie

This case study explains how Chobani, the Greek yoghurt brand, used a social media campaign to grow sales in Australia.

Chobani: Inspiring your inner foodie

Whybin/TBWA SydneyChobani

Executive summary

Chobani had a major challenge to overcome in 2014. Its products were sold at a price premium to the category average and had just 3.9% of the 2013 marketing budget, yet it needed to continue its trajectory as one of the fastest growing brands in category.

Through the #PlainInspiring social campaign, Chobani changed the behaviour of Australians by introducing yogurt to usage occasions outside of breakfast.

The flow-on effects to sales, social engagement and ROI were incredible — Chobani saw a 670% increase on target for its Facebook fan base,...

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