chobani digital media strategy

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Digital Media Strategy by Katie Murray

Post on 21-Oct-2014

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A plan I built to improve Chobani's social media marketing.

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Page 1: Chobani Digital Media Strategy

Digital Media Strategy by Katie Murray

Page 2: Chobani Digital Media Strategy

Br!"# P$r%&"! #chobanichick  • “Nothing  but  Good”  slogan  that  represents  quality  manufacturing  and  ingredients  

• Began  as  a  small  company  owned  and  operated  by  a  dedicated  team,  that  grew  into  a  hit  success  

• A  revoluAon  in  health  foods,  affordable,  delicious  and  natural  products    

Page 3: Chobani Digital Media Strategy

C'&b!"( C'()* P$r%&"!  Chobani  Chic  will  give  readers  a  sense  of  the  wonderful,  healthy,  acAve,  and  fulfilling  life  that  results  from  buying  and  eaAng  this  product.  

• Tweets  pictures  of  morning  rouAne  and  adventures  

• Tries  new  exercises,    goes  to  yoga,  hikes,  and  walks  

• Has  kids  and  feeds  them  Chobani  recipes  

• Travels  and  tweets  about  vacaAons  

Page 4: Chobani Digital Media Strategy

T!r+$, A-#($")$ #chobanichick  •   16-­‐34  year  old  men  and  women  who  already  eat  yogurt,  but  have  not  tried  Chobani  

• The  Millennials:  A  group  that  chooses  their  products  based  on  research,  and  are  eager  to  move  away  from  their  parent’s  products  

• AcAve,  healthy,  and  adventurous  types  with  money  to  spend  on  high  end  groceries  

• Women  aged  23-­‐56  who  are  the  main  grocery    buyers  in  American  households  

Page 5: Chobani Digital Media Strategy

Tw(,,$r  S,r!,$+. #chobanichick  

@ChobaniChick:  Packing  for  a  hiking  trip  @  Lake  Tahoe.  Cant  forget  my  @NikeAir  tennis  shoes!  

• Builds  relaAonships  with  similar  brands  

• Tweets  personal  things  about  every  day  life  

• Puts  a  personality  and  face  to  the  Chobani  company  

Page 6: Chobani Digital Media Strategy

I"%,!+r!/  S,r!,$+. #chobanichick  

@chobanichick:  Having  a  quick  snack  

@chobanisoho  #chobanichick  #yum    

”  @chobanichick:  

Packed  my  4  yr  old  Chobani  Champions  

for  lunch!#chobanichick  #yum    

“”  

Page 7: Chobani Digital Media Strategy

P(",$r$%,  S,r!,$+. #chobanichick  

   Travel  Guides  

Edit Edit

Healthy  Lunch  Ideas  

Edit

Workout  Tips  

Follow

Chobani  Chick  

Lover  of  Chobani  with  husband,  two  kids,  and  living  in  NYC.  Follow  for  workouts,  recipes,  and  other  adventures.    

• A  board  about  how  to  save  Ame  in  the  morning  • A  board  with  men  and  women’s  work  out  clothing  • A  board  about  bucket  list  ideas.  

Page 8: Chobani Digital Media Strategy

D(+(,!0 S,r!,$+. B-#+$,  Total  for  one  year:  $239,000.00  

Social  Media  Editor  Salary/yr:  $30,000.00  

Traffic  and  AnalyAcs  Specialist/yr:  $30,000.00  

Photo  and  Graphics  Editor/yr:  $29,000.00  

Adobe  Omniture  SubscripAon  (Dependent  on  Size  of  Company,  and  OpAons):  $150,000.00  

Page 9: Chobani Digital Media Strategy

S(/(0!r  S,r!,$+($% #chobanichick  

@OscarPRgirl  :    

“connecAng  with  your  followers  on  that  personal  level  is  part  of  what  gives  you  their  afenAon  when  you  have  something  to  say  about  your  brand."  

@CoachBLKRwoman  :    

Successful  Twifer  created  by  an  exec  at  Coach  to  showcase  products  and  lifestyle  of  Coach.    

Page 10: Chobani Digital Media Strategy

M$!%-r("+ S-))$%% #chobanichick  • Daily  Unique  Page  Visitors                  •   Page  Visits    

• Average  Length  of  Time  Spent  on  Site  

• Engagement  (Shares,  Likes,  Favorites,  Retweets)  

• Monthly  Omniture  Report  

• Traffic  to  Chobani  SOHO  and  increase  in  annual  sales