How Chobani Yogurt Used Social Media to Boost Sales
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.
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