Effies
Australia
Inspiring your inner foodie
Agency
TBWA\Sydney
Client
Chobani
Awards
Bronze
Digitally Led Ideas
Summary
Chobani had a major challenge to overcome in 2014. Its products were sold at a XXX price premium to the category average and had just 3.9% of the 2013 marketing budget, yet it needed to continue its trajectory as one of the fastest growing brands in category.
Through the #PlainInspiring social campaign, Chobani changed the behaviour of Australians by introducing yogurt to usage occasions outside of breakfast.
The flow-on effects to sales, social engagement and ROI were incredible – Chobani saw a 670% increase on target for its Facebook fan base, helping deliver a 180% ROI.
Case study
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Credits
| Author/Senior Interactive Planner | Maria Gioffre | ||||||||
| Author | Hristos Varouhas | ||||||||
| Author | Will Nichols | ||||||||
| National Digital Creative Director | Russ Tucker | ||||||||
| Social Media Manager | Bec Madden | ||||||||
| Art Director | Craig Brooks | ||||||||
| Copy Writer | Tammy Keegan | ||||||||
| General Manager | Liz Harper | ||||||||
| Account Director | Loryn Garnsey | ||||||||
| General Manager Marketing | Damian Young | Chobani | |||||||
| Communications Manager / Copywriter | Emily Houlahan | Chobani | |||||||
| Group Brand Manager | Mark Malak | Chobani | |||||||
| Designer | Razif Djamaluddin | Chobani |