Chobani: Cultivating a brand, one online community at a time

Emily Schildt
Chobani, Inc.

What few companies are willing to admit is their greatest opportunity: the consumer defines your brand. With the saturation of social media today, the best planning and strategy in the world can't account for the amplification of popular opinion. Smart companies leverage this with heavy emphasis on listening, adhering to consumer interests, behaviors and demands, and allowing insights to drive innovation, communication and marketing.

Without any traditional advertising, Chobani Greek Yogurt rose at rapid speed to the top of its category. From the beginning, we made a conscious effort to focus on social media, investing in cultivating a passionate following to authentically influence others, all the way to the checkout lane. With communication standards matching the excellence of our products, and 'giving back' a core corporate value, no tweet and no Facebook post went unanswered without a human response. That was the simple start of it all – top-notch customer service. As Chobani's popularity grew, so did its fan base – resulting in the pleasant surprise of an echo chamber of delight among vocalists online.