Last Autumn, we wanted to find a fun and engaging way to drive awareness and interact with our fans surrounding the seasonal return of our Limited Batch Pumpkin Spice Chobani. Given that Pumpkin Spice was our top selling SKU ever the previous year, we wanted to build on that success and generate excitement to mark its return to shelves. We were looking for something fun, shareable, and focused on product love.
We noticed the usual buzz around all things pumpkin spice being 'basic'. But when we looked a little closer, we noticed that fans of our Limited Batch Pumpkin Spice Chobani were declaring that if Pumpkin Spice Chobani made them basic, they didn't care. In spite of the generally negative connotation of being basic, when it came to Chobani, they were basic and proud. As a result, we took to the interwebs and made a meme generator so people could proclaim their love across social media.
By visiting our Basic & Proud portal, our fans could choose from two filters, upload their own photos and add unique messaging, proclaiming themselves "Basic & Proud" or otherwise declaring their love of Pumpkin Spice and all things Autumn. They could then download their own shareable meme to post on Instagram and Facebook.
We also built a custom Snapchat geofilter for use on college campuses through our partnership with IMG Academy. Students attending college football games on their campuses had the option of using our filter in their snaps.
We got amazing traction among our fans, engaging with key influencers to spread the meme, generating 2.1 million impressions and 26k engagements.
People loved the lighthearted and relevant messaging and were quick to share their own Basic & Proud memes on social media.
As for our Snapchat filter, the response was incredible! While Snapchat doesn't provide benchmarks, they did note that we had a really strong conversion rate, showing that approximately 1 out of every 5 Snapchatters who saw the filter used it.
Snapchat filter performance:
-Total Uses: 21,009
-Total Swipes: 119,461
-"Conversion Rate" (uses/swipes): 17.59%
-Total Views in Snaps: 470,573
-Total Overall Views: 590,034
