Chobani is proposing a 3-month digital marketing campaign to increase sales and brand awareness. The campaign will encourage users to post photos eating Chobani yogurt with the hashtag #HowIChobani. It will also use promoted tweets, trends on Twitter, and Google AdWords to target consumers and drive them to Chobani's website. The objectives are to increase sales by 10% and gain over 11,895 new Facebook likes and 100,000 Twitter followers. Measurement will include analytics, click-through rates, and follower growth on social media. The outcome is to directly drive consumers to Chobani's site and increase interactions with the brand.

1. Digital Strategy:
EMILY TUPPER
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2. Background
• Founded in 2005 by
Hamdi Ulukaya
• #1 Greek yogurt in
America
• Focuses on how it’s made:
• Local sourcing
• Authentic straining
• Natural ingredients
• Sustainability
practices
• 10% of profits go to
charity
CEO Hamdi Ulukaya

3. The “Big Idea”
 Have people identify Chobani with being convenient,
cultured, healthful, natural and delicious.
 Use an emotional theme and a memorable tagline. Show
that Chobani can be eaten anywhere and is ultimately a
positive life choice.

4. Campaign
 Kickoff the campaign by encouraging consumers to
post pictures of themselves with their Chobani cup
with the hashtag #HowIChobani
 3 months long
 Instill a sense of urgency/movement to consume
Chobani now
 Show the convenience of Chobani
 Users who participate will receive special deals and
Chobani will share their favorite photos

5. Objectives
 Increase sales (online and in
stores) by 10% within 3 months
 Gain more than 11,895 likes on
Facebook. This will put Chobani
past the 1M mark
 Reach over 100,000 twitter
followers; Chobanbi currently has
85.3k

6. Twitter Trends
 Use Twitter’s promoted
trends
 Help gain massive
exposure in a short
amount of time
 Budget of $200,000 per
day to receive guaranteed
placement on the trends
section of Twitter for one
day

7. Promoted Tweets
 Promoted tweets will target consumers by
interests, gender, device, location, etc.
 Cost approximately $2 per engagement
 Aiming for at least 5,000 engagements per
day
 Totaling to $10,000 per day

8. Google AdWords
 Show up on top
results with keywords:
Chobani, yogurt,
Greek, diet, healthy,
natural
 Negative keywords:
fat/fattening,
expensive, bland
 Spend at least
$20,000 per day, $5
per click, 4,000 clicks
per day

9. Measurement
 Google Analytics
 Conversion tracking
 Click-through rates
 Follower growth on Twitter and Facebook
 Reach

10. Outcome
 Direct consumers to Chobani’s landing page.
 Stimulate consumer interactions with Chobani
 Increase sales
 Increase online traffic
 Reinforce Chobani’s brand as being natural, healthy
and delicious.