Chobani: #PlainInspiring
Maria Gioffre
Campaign details
Brand owner: Chobani Lead agency: Whybin\TBWA & Digital Arts NetworkContributing agency: Weber Shandwick Brand: Chobani Country: AustraliaIndustry: Dairy products, fats, oilsChannels used: Earned media, buzz, Public relations, Social media Media budget: Up to 500k
Executive summary
This case study describes how Chobani compensated for its higher price point and greatly reduced marketing budget by encouraging Australians to show off their creative ideas for diversified yogurt consumption.
Chobani had a major challenge to overcome in 2014: it was being sold...