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From the 5th Annual Shorty Awards

Nothing But Good, One Fan at a Time

Winner in Retail & E-Commerce

Entered in Twitter Brand Presence

About this entry

Twitter is an invaluable tool for Chobani to engage with consumers and spread Chobani love. The brand responds to EACH and EVERY tweet in order to reach their goals: to ensure each fan feels genuinely special, provide relevant and engaging content that drives conversation, and identify opportunities to create new brand fans and sample product. In the end, Chobani works to help fans feel nothing but good. With more than 51,000 followers on Twitter, Chobani strives to ensure the messaging and approach are aligned with Chobani’s nothing but good values and speak in an authentic, inviting, quirky, yet casual tone. Chobani fans are just like good friends, and it’s reflected in the team’s voice and the importance placed on two-way communication with their communities. Chobani treats each engagement as a chance to build fan loyalty and ensures each fan feels genuinely special. Chobani believes that anyone on Twitter is an influencer, whether they have following of two or 20K – each and every voice is valuable. That’s why the brand’s social media team works around the clock to respond to EACH and EVERY tweet containing ‘Chobani’– good, bad, funny, personal – typically more than 2K+ tweets per day. Whether it’s “favoriting," replying or retweeting any of the nearly 300K @Chobani mentions in the past year, Chobani wants to ensure that each person feels heard. A little personal acknowledgement goes a long way to creating “Chobani-acs," one cup at a time. In addition to responding to fans, on any given day Chobani shares a variety of unique content with their 51,000+ followers. Curated from a variety of sources, proactive tweets are sent out multiple times a day ranging from recipes, workouts, inspirational quotes, or just simply stuff that's LOL-worthy. Twitter has allowed Chobani to truly listen to their consumers, gaining better understanding of what makes them tick and their passion points for interaction – favorite flavors, inspirations, innovations, new usage occasions, areas of improvement; the list is endless. They take advantage of these lessons in both reactive and opportunistic ways. Case in point, Chobani heard that fans wanted six-packs and larger 32 ounce cups and reacted accordingly. Or, with their latest product launch, they ensured that fans who inquired about a new flavor were sent samples. To that end, Twitter also allows the brand to identify those who haven’t tried Chobani and has proved to be an opportunity to put thousands of cups into fan fridges. Tasting is believing at Chobani and with just one taste, folks who may have been unfamiliar with the product will fall in love. The continued exponential growth in number of brand mentions and interactions reinforces Chobani’s tireless work on Twitter and allows the brand to reach its goals in driving conversation. In the end, Chobani works to help fans feel nothing but good.

Why does this entry deserve to win?

Chobani:, Chobani Champions:, Chobani SoHo:, Chobani Twitter:, Chobani Champions Twitter:, Chobani Facebook:, Chobani Champions Facebook:; Pinterest:; Chobani Champions Blog:; Chobani Blog:


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