How Chobani Yogurt Used Social Media to Boost Sales The company has nearly $1 billion in annual revenue thanks to a combination of social media and real world engagement.
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Greek yogurt producer Chobani has achieved an active cult following for its active cultures. The New Berlin, N.Y.-based company--which is approaching $1 billion in annual revenue after only seven years in business--has tapped into a highly effective marketing and social media strategy that has catapulted it to the top of its industry.
Chobani was started by Hamdi Ulukaya, who bemoaned a lack of what he considered high-quality yogurt in America when he emigrated from Turkey. The company claims its product--now sold in the U.S., Canada and Australia--accounts for 54 percent of the Greek yogurt segment. Additionally, it has earned the top spot for brand engagement among yogurt companies, according to market research firm SymphonyIRI Group, and boasts nearly 600,000 Facebook fans. (By comparison, food giants Nestlé and Green Giant have 570,000 and 400,000, respectively.) "We have built our brand around being transparent and very connected to the marketplace," says Nicki Briggs, who manages Chobani's social media strategy.
Chobani's success can be attributed to both its creative handling of social media and its major efforts for brand exposure in the real world. Online, a team of five monitors digital communications and social media, making a point of responding to every consumer inquiry. "It's about delivering the best experience possible every time," Briggs says. "We want to be warm and quirky, engaging and inviting."