chobani digital media strategy
Post on 21-Oct-2014
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A plan I built to improve Chobani's social media marketing.TRANSCRIPT
Digital Media Strategy by Katie Murray
Br!"# P$r%&"! #chobanichick • “Nothing but Good” slogan that represents quality manufacturing and ingredients
• Began as a small company owned and operated by a dedicated team, that grew into a hit success
• A revoluAon in health foods, affordable, delicious and natural products
C'&b!"( C'()* P$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
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
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
I"%,!+r!/ S,r!,$+. #chobanichick
@chobanichick: Having a quick snack
@chobanisoho #chobanichick #yum
“
” @chobanichick:
Packed my 4 yr old Chobani Champions
for lunch!#chobanichick #yum
“”
P(",$r$%, S,r!,$+. #chobanichick
Travel Guides
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Healthy Lunch Ideas
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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.
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): $150,000.00
S(/(0!r S,r!,$+($% #chobanichick
@OscarPRgirl :
“connecAng with your followers on that personal level is part of what gives you their afenAon when you have something to say about your brand."
@CoachBLKRwoman :
Successful Twifer created by an exec at Coach to showcase products and lifestyle of Coach.
M$!%-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