The Most Comprehensive Insight Analysis For Chobani Social Media Promotion Strategy
For your brand new day —— Cheerios特辑For your brand new day ——
Cheerios特辑Cheerios is a popular brand of cereal. It was founded in
1942 as CheeriOats the first ready-to-eat oat cereal.它首先种即食玉麦It
For many brands, increasing brand awareness seems to become a forever
business goal to achieve. Developing continual brand awareness may be
not company’s primary goal (of course, it depends on business stage),
but it must keep in every top manager’s mind. Especially for global
brands, they desire to reach more and more potential customers to expand
its market share.
For your brand new day —— Cheerios特辑
Well, brands have their own budgets to do marketing. They need to choose
the most effective media to reach the right customers at the right
time.Which way is the best way to refresh new stories and get close in
touch with people day by day? Social media!
Written by: Xiaojuan Zhao
No matter you are selling products or providing services, social media
definitely build a two-way communication bridge between customers and a
brand. You can create interesting and valuable posts to show your brand
personality. When people love your brand story, they can’t wait to share
your brand with their friends.I believe everyone is a social media
Edited by: Wilbur ZHU (WeChat ID: aotokuer),Anna HU
Cheerios is a popular brand of cereal.
Chobani Social Media Promotion Study
Chobani is absolutely a Winner on social media marketing.In my last
post six amazing things about
I mentioned that I love Chobani because of its creative product
promotion features and its brand goodness.This time, I would like to
share my insight on how Chobani integrates different social media
platforms to promote brand and win people’s hearts.
Editor’s note: It is a long time since I drank Wahaha for the last time.
The entire beverage industry is no longer the world of one single star
product. Besides, Wahaha haven’t launched a star product for a very long
1. Truly understand customer normal behavior & Send the right reminder
at the right time
Chobani posts many new product and seasonal flavor promotions every day.
When I go through all the recent posts, I find that Chobani had promoted
seasonal pumpkin flavor yogurt since the past three Saturdays. The
pumpkin posts had received the highest engagement. Saturday is the most
common day to buy grocery. It is a really good idea to send people a
simple reminder at the weekend.
2. Create short video to promote new adding & Encourage people to eat
Chobani creates a short video which shows us under the same calories, we
can either to choose enjoy a big size creamy yogurt or a small piece of
chips. Of course, yogurt is a healthier choice than chips. This video
primary promotes Chobani is adding oatmeal cookies in the yogurt, so it
delivers a better nutrition and taste experience to customers.
Nowadays, more and more people tend to pursue a healthy lifestyle. We
love snacks, but we want a healthy one. Chobani shows us yogurt can be a
good substitute for chips. When people see this video, they are more
likely to consider to try this new snack.
3. Share brand believes in the comment & Help people to learn brand
A good product can offer us a great experience, but what will make us
truly love a brand?When we believe what they believe.
When new customers ask questions in the comments, Chobani not only
answers questions nicely but also sends Chobani Believes link to help
customers learn its brand story and culture.Sharing beliefs can
encourage customers to learn the unique brand value and make them
believe the brand .
4. Leverage influencer’s power to reach potential customers and fans
Many brands realize that leverage big social media influencer’s power
can reach more potential customers effectively.Top influencers have
millions of fans, so when they share their favorite brands, many of
their fans are more likely to follow these brands.
During the Olympic Game time, Chobani is a good U.S.team sponsor and
provides high nutrition yogurt to athletes. Allyson Felix, who is the
most famous U.S. athlete, has over 470,000 fans on her Facebook page.
When Chobani mentioned Allyson on the post, it automatically attracted
her fans’ attention. Therefore, their fans would like to view the post
and take action on it. I think because Allyson had pineapple yogurt that
time, many of her fans were eager to try this flavor.
5. Enable customer to search new product location
Chobani smoothies get more and more popular right now. For a brand new
product, if we don’t know where we can get it, we may feel disappointed.
Chobani wants people feel happy, so it inserts a geographic location
link to tell people where they can get smoothies. It is very
convenience for people to search the store directly on the smartphone or
6. Introduce new recipe &Win-win promotion with Target
Chobani shares their own recipes on the Facebook to attract food lovers’
attention. For example, it created an interactive video to show how to
mix all the fresh ingredients with Chobani yogurt.
Besides sharing its own recipes, Chobani also shared Target recipes
and attached Target recipe
purpose is to tell people that Chobani is available at Target.
It is definitely “lead” customers to visit Target page and read the
recipe. Then, people who want to try this recipe will visit Target store
to grab all the necessary ingredients including Chobani yogurt.Thus,
it is a Win-Win promotion idea to drive sales for both brands.
Qili, based on a high expectation, spent heavily to invite Manchester
United to burnish its brand. However, as we all can see, the
supermarkets are still full of Red Bull and Hi-Tiger. By the way,
Monster is entering into china market recently.
It was founded in 1944 as CheeriOats the first ready-to-eat oat
Chobani applies some similar promotion strategies such as new product,
new recipes, healthy lifestyle, influence power, brand culture. However,
Chobani approaches differently on Twitter.
1. Focus on key audience group & Make them feel special
September is back-to-school time! What makes parents a headache?
Preparing lunch box every day probably drives moms crazy. At this time,
Chobani highly focuses on mom group. Thus, they tweet many great lunch
tips and recommend new kid yogurts to solve moms pain point.
Promoting certain products to related groups can reach target audience
effectively and receive large attention in short time.This approach
makes target audience feel important and special. Therefore, it is a
great way to have the emotional connection with the audience.
2. Use short content with simple hashtags
Twitter limits tweet length, so we need to keep our content short and
easy to get the key points.Chobani uses short words and related
picture to describe product key features.A good image can easily grab
people attention and make them want to read.
Chobani also creates simple hashtags to organize same or related topic
together.When people search certain topic, the related topic group
will show up. We can catch all the related information immediately, and
it definitely saves our time. Using hashtags can also improve SEO
3. Ask fun questions & Mention winners to interact with fans
Chobani asks fun and short questions to interact with followers. I think
to get answers is not the main purpose of this kind tweet.The main
purpose is to keep tweet interesting and fun. They hope their followers
to see something different.
Chobani also mentioned VIP package winners on the tweet to make winners
feel excited and proud. It also let other followers feel curious about
this contest especially when they see the gift.Therefore, it
encourages more people follow Chobani’s tweets and participate in the
future event or contest.
4. Show real people and real events
Chobani updated the real event and people on time to show brand
campaign. It makes us feel Chobani stay close with our life.It is not
only a simple yogurt on the shelve, but also has its own spirit to
motivate people to live better. When people see Chobani logo and poster
at the event, they feel being supported.
” Sweet and sour, nutritious and good in texture. ” You may still
remember the slogan 20 years ago.
Google+ gets very popular for business to share brand news and promote
products. I feel surprised that Chobani doesn’t post as much as it does
on Facebook and Twitter.Chobani primary shares new products and some
related brand articles or blogs.
Probably Google+ is not the primary channel for Chobani to promote
brands.It makes sense. Brands should select the most effective
channels to reach customers. If brands want to reach more customers, it
is better for them to jump to a larger customer-size pool.
According to online research, there are about 300 million monthly active
users on Google+, and the average monthly time spent on Google+ is about
7 minutes. (50+ Amazing Google Plus
Comparing it withthe Facebook
there are 1.17 billion monthly active users use Facebook, and the
average time spent per Facebook visit is 20 minutes.
I feel special
Chobani’s interests on the front page. I can learn that Chobani primary
targets on Moms. I think it is a simple way to connect with the key
target audience.Showing brand interests can also refer people who have
same interests to make the connection with related groups.
AD Calcium Milk, Nutrition Express, and the Wahaha Mineral Water
endorsed by Leehom Wang once filled our memory of childhood. Behind
those products is Wahaha Group, a successful company built in 1990s with
typical Chinese-style. However, most of the legendary companies from
that generation can’t get through the fate of being washed.
It is produced worldwide now.
Chobani displays different pinboards that collect shining and attractive
images. Each pinboard tells a unique story to audiences.The most
impressive thing is that Chobani covers a variety of hot topics which
highly relate to our daily life.This way can widely match different
target audience’s interests.
One of Chobani collections is “Fit With It”. It collects many
infographic designs which tell fitness fans how Chobani benefits their
“Holiday Treats” collections share many special ideas for holidays.
In the “Love This Life” pin board, Chobani collects many inspired
picture quotes to encourage people to love and enjoy our life.
“Baked with Chobani” displays many great baking recipes to show the
audience how to use Chobani yogurt to create a delicious cake.
In 2010, Wahaha’s performance helped the company join the 50 billion
club. Zong Qinghou, the founder of Wahaha, declared to reach the goal of
100 billion. However, 7 years have passed, Wahaha not only failed to
reach the goal, but also its performance got an inflection point in
Chobani shows pretty yogurt, smoothies and recipes pictures to promote
their new products and flavors.
1. One promotion approach is making everything live.
For example, they send a Boomerang video to show how to create a yogurt
cereal bowl. The “#chobanisoho” simply tells people where they can get
this experience. It will make audiences want to visit Soho store to try
it.It is also a great way to promote Chobani local store.
2. Another approach is using “take action hashtag”.
It uses action verbs to encourage the audience to take actions. Don’t
just look at the image, go to try it!
For example, they use “#DrinkChobani” to show the audience their new
smoothies and ask them to try it. One fan commented that she didn’t even
know it existed.Using action words are more powerful to stimulate our
desires and motivate us to take action.
According to Hurun Rich List 2016 released by the Hurun Research
Institute, Zong Qinghou Family was ranked the fifth with the wealth of
112 billion, which was shrunken by 23 billion compared with last year’s
Have a nice dream and enjoy your breakfast~
only focuses on creative recipes.It is a great place to attract food
lovers to visit to learn how to use Chobani as a fresh ingredient to
create magic and delicious food. We can read detail recipes to prepare
all the ingredients and follow their steps to cook.
At The End:
After I analyze each social media platforms, I believe that Chobani
fully understands how to use each platform to promote brand effectively.
It implements clear and focused approach(es) on each channel to send
the right message to the right people. All of messages reflect their
unique brand personalities: positive, healthy, creative, and fun.
Chobani makes us believe that its yogurt power can make us live better.
Wahaha is facing the unprecedented dilemma.
” Wahaha is really out of style, ” a Hangzhou native said this
regretfully when he was asked about Wahaha, the biggest beverage company
in his hometown. This young man born in 1992 had drunk AD-calcium milk,
a popular milk drink in China, since he was a child. But after he went
to college, he started to like Coca-Cola. Wahaha disappeared from his
life after that. ” No particular reasons, just because it isn’t adrink
for bourgeoisie. “
This may be the biggest embarrassment in the 30 years since Zong Qinghou
founded Wahaha. Although Zong who works hard now, spends over 200 days
on business trip every year to visit dealers and sales site. But many
large supermarkets in Beijing, including Yonghui supermarket, in
addition to Nutrition Express, bottled water and rice pudding, you can
hardly find more Wahaha products in their shelves.
Maoyuan Coffee and Little CoCo launched last year are gone now. Even the
green tea beverage of Wahaha is replaced by Master Kong, Tongyi and
Nongfu Spring. The situation in convenience stores like 7-eleven and
Family Mart is worse. You can only find some new packaging bottled water
in most moment.
It is apparently a dangerous situation. When new products emerge
endlessly, Wahaha hasn’t launched its new star product. In the meantime,
the old star products like Nutrition Express, bottled water and rice
pudding, are being catching up by other competitors. It also caused Zong
to rethink about the fall of Wahaha in an interview. The lack of new
star products is the NUMBER ONE reason.
It is very dangerous to be too dependent on one single product, because
it will bring a direct impact on company performance if the product is
not popular any more.
Wahaha is on this difficult position now. The old star products are not
popular currently, while the new star products haven’t launched yet.
Even in its main territory, the market of villages and towns, Wahaha is
failed to sell its products.
Yang Xue, a second-generation agency of Wahaha in Sichuan said she would
sell Wahaha no longer after she sold the last inventory.
Her father is the first-generation agency. He once took charge of
delivery and distribution in Leshan city. In the best-selling time, he
sold ￥300,000-worth of goods. When the first loss occured in 2015, Yang
Xue did not think its a big deal, but by the year 2016, the momentum is
getting worse, more and more inventory left in warehouse.
The profit of agency is low, so she can only earn money by selling more
goods. But Yang only dared to restock ￥50,000-worth of goods each month
in the past year. As Yang Xue told, the profit for two dozen of
AD-calcium milk is 1 yuan, and the profit for a dozen of Nutrition
Express is 2 to 3 yuan. ” Even in the Spring Festival, it’s only 0.5
yuan after selling a big bottle of Nutrition Express. “
After being convinced that there is no profit any more, Yang plans to
sell all her stocks in next few months before they expire. Otherwise,
she would have to pour them and recycle the empty bottles. The Wahaha
products on sales include peanut milk, refreshing Pi, Qi Li energy drink
and soda drink. After selling these goods, Yang Xue will purchase some
popular products of other companies like Yinlu, C’estbon and Mizone.
Yang Xue doesn’t understand why Wahaha is not popular even in villages
and towns now.
Most consumers may not know, Wahaha has been lauching new products
without stop. It has launched about 300 kinds of products yet. But they
are almost designed and promoted in the same way. First, Wahaha finds a
popular beverage. Then, it clones a new product quickly with low cost
and sells it with Wahaha’s strong sales channels and extensive
A Zhihu user named Wang Wei once listed some Wahaha’s products cloned
from other classic products. He predicted playfully, there is 90% of
possibilities that Wahaha would launch a cloned product once a new kind
of beverage sells well and tastes well.
Therefore, Wahaha got its nickname ” Tencent in Beverage Industry” ,
because Tencent is famous for copying ideas in China.
In the 1990s, Chinese market grew very rapidly. The low-cost and rude
strategy of cloning brought Wahaha great success.
For example, a children’s nutrient beverage launched in 1987 is what
Zong cloned from Guangzhou Apollo. And this beverage sold nearly 100
million yuan within just two years.
Then in 1991, Zong put his eyes on Robust and launched his second
product–fruit milk. This time, it only spent one year to sell more than
100 million yuan. In 1996, Wahaha aimed directly at Robust calcium milk
and launched AD calcium milk.