Create. Mix. Enjoy. was a campaign we launched in partnership with Target, to promote fun and delicious pairings of Chobani Core Single Serve cups with Target private label ingredients. There were a few goals here: help people break out of stale eating patterns & discover exciting, foodie-worthy fare; get consumers to be more imaginative in the ways they eat Chobani and thereby increase basket sizes in-store; and lastly, give people a delicious and convenient way to snack.
The strategy was simple. Demonstrate for the consumer, in a visually compelling way, the immense potential for Greek Yogurt flavor combinations. Through the use of colorful video content executed in a style that supported both Chobani and Target's respective brand images, we illustrated an array of delicious possibilities across multiple social channels to help lift sales and increase consumption.
To help people break out of their yogurt rut, we included a variety of savory combinations in the campaign as well, which is largely unexplored territory, given that most people associate yogurt with more sweet combinations like smoothies and desserts.
-Target & Chobani digital, mobile and social campaigns generated 65MM+ impressions. Due to the strong visual nature of the campaign, Facebook and Instagram video content saw highest engagement rates.
-Videos performed extremely well on Facebook with an average engagement rate of 27.7%.
-Instagram ads, particularly videos, were a huge success with an average engagement rate* of 16.8%.
-Facebook: 5.5MM impressions, 1.2MM video views, 59K likes, 1K shares, 640 comments, 24% ER (avg)
-Instagram: 2MM impressions, 76K likes, 700 comments, 19K clicks, 244K video views, 17% ER (avg)
-Twitter: 2MM impressions, 214K video views, 6K clicks, 237 RT, 1K favorites, 11.2% ER (avg)
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