HOW TO FEEDYOUR FEED

APRIL 2014

JOSH DEANVP, BRAND COMMUNICATIONSCHOBANI

DIGIDAY BRAND SUMMITTAPRIL 29, 2014

APRIL 2014Hello everyone. Very excited to be here. So why am I standing in front of you today?Well as you all have heard The social spaces is really dynamic, so much stuff, more challenges than ever.

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APRIL 2014The question we ask ourselves every day WHO CARES? Its hard to be relevant in this crowded space.Content needs to be engaging, useful, relevant, entertaining.

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3500 MILLION TWEETS ARE SENT EVERY DAY2014.

APRIL 2014And its So Crowded.So many Tweets..Users..Posts..

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4500 MILLION TWEETS ARE SENT EVERY DAY802 MILLION DAILY ACTIVE FACEBOOK USERS2014.

APRIL 2014And its So Crowded.So many Tweets..Users..Posts..

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5500 MILLION TWEETS ARE SENT EVERY DAY802 MILLION DAILY ACTIVE FACEBOOK USERS2014.60 MILLION INSTAGRAM PHOTOS A DAY

APRIL 2014And its So Crowded.So many Tweets..Users..Posts..

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APRIL 2014Its overload for our short attention spans its enough for a like less than 8 seconds?

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APRIL 2014And with every changing algorithms and new platforms there is no blue print. There is so much going on and no time to think

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APRIL 2014So today, Id like to take you through the journey we've been on in the past few months at Chobani and what we learnt about ourselves and how we grew our social presence in 3 big events in the space of a month. How we stayed authentic to our audience whilst growing the brand on social. How we fed our feed.

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A LITTLE INTRO TOCHOBANI

APRIL 201410START WITH SIMPLE TRUTHS AND BELIEFS

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OUR VALUES

11We believe people have great taste. They just need great options.

Hamdi Ulukaya, Founder & CEO

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Better Food for More People

OUR MISSION

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OUR FOOD PHILOSOPHYWe make products the right way:Authentic, unique recipe: 3 cups of milk More culturesOnly natural ingredients No artificial growth hormones

APRIL 2014We do things the right way13

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We challenge the status quo, because the status quo isnt good enough.OUR BELIEF

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WHICH HAS GIVEN US AN AMAZING FAN BASE OF CHOBANIACS

APRIL 2014And through this belief, we created an amazing product..Which people loved and created an AMAZING community in social

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02 APRIL 2013

CREATED A BRAND FROM A PRODUCT

APRIL 201417WHERE WEVE BEEN

APRIL 201418WHERE WEVE BEENLIKEABLESHAREABLELICKABLE

APRIL 201419LIKEABLE

APRIL 2014Listening - giving them what they want & product love sometime its product, but its really leaning into the conversation versus pushing out marketing. We had a two-way conversation, versus just pushing out content.

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20SHAREABLE

APRIL 2014going beyond the product it and elevating the conversation. Providing useful, interesting content. Being relevant20

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LICKABLE

APRIL 201422LICKABLE

APRIL 2014Foodform 22

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APRIL 2014REALWe dont use a food stylish or food photographer in the majority of our social media. We think it is inspiration to our audience to realize they can do this too. SHARE USER GENERATED CONTENT Sometimes real imagery is even more shareable. Our goal is to be aspirational, but approachable.

We are for everyone.

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02 APRIL 2013

#FOODPORN

APRIL 2014OUR Q1 CHALLENGE

APRIL 2014SALES$1B

APRIL 2014$1bn in less than 5 years and did this with only28

SALES$1BAWARENESS35%

APRIL 201435 unaided awareness29

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APRIL 2014Well we had 3 rather small events. Superbowl, Olympics and Oscars. But how do you do those 3 tentpoles in a way that felts relevant an authentic to who you are as a brand, on social?Well heres what we did31

SUPER BOWL

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APRIL 2014So as you can tell from my accent Im not from the US but even us brits know that theres no bigger stage to launch your brand than at the Superbowl.But the pressure got even bigger for us as the Superbowl became the start of the ..drum roll..

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APRIL 2014YOGURT WARSYes - we had awoken some rather large giants who werent very happy with us.So the Yogurt wars had begun and we unleashed a discerning bear who was on a mission to find real food (maybe show ad)

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35NEW :60 TV SPOT

APRIL 201436BEAR

APRIL 2014In social we wanted to lean into the bear and play this the right way.In a relevant way for the event (super bowl) - covering super bowl, more pieces of content

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APRIL 2014We found our brand advocates and gave them custom content a LOT of the content (300 unique pieces). We started with our most loyal fans and then

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39BRAND TO BRAND

APRIL 2014And we played with brands too (pics of the brand tweets).

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Greek yogurt is more popular than ever and now top brands are facing off with major ad campaigns. Both Chobani and Dannon Oikos have confirmed that they have ads premiering during February's Super Bowlan amazing fact considering most game day commercials are for junk food and beer!

"We're America's number one yogurt brand, so why not be in America's number one event?" -Peter McGuinness

40THE ROAR WAS HEARD

APRIL 2014We played with the big boys but we didn't really have deep pockets. And our ROAR was heard.

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TAKE THAT, UNCLE JESSE

APRIL 2014So take that Uncle Jesse - we won the yogurt war, or the first battle at least :)

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THE YOGURT WARSSOCIAL IMPRESSIONS:CHOBANI 135MOIKOS 52MYOPLAIT 32 M

300 PIECES OF UNIQUE SOCIAL CONTENT7X DAILY RT AVERAGE15,000 BRAND MENTIONS1,593 MEDIA PLACEMENTS

TAKE THAT, UNCLE JESSE

APRIL 2014We trended on twitter, we won the conversation and we delighted our existing and some new fans

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43KNOW THE GAME YOU ARE PLAYING

APRIL 201444KNOW THE GAME YOU ARE PLAYING

PLAY IT AND DONT BE AFRAID TO PUSH IT

APRIL 2014OLYMPICS

APRIL 201446NATURALLY POWERINGTEAM USA

APRIL 2014So from the yogurt wars we moved onto the slopes and our sponsorship of the Winter Olympics. 46

47THE PLANNED CONTENT

APRIL 2014We had a very authentic story to tell about our brand, not only were we sponsoring 6 athletes, but they all eat Chobani as part of their training.Unique angle in and we produced a ton of planned content we planned for moments we knew were going to happen 47

APRIL 2014We also planned to ship Chobani to Sochi so they could have while competing.

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49THE COLD WAR

APRIL 2014Our shipment planned to Russia got blocked and it became an overnight story all over the networks. The yogurt war became the Cold War and our own CMO was quoted in the times .The world had gone crazy, if youd have told me when I started that Chobani would be involved in a diplomatic crisis I think it would have been a joke

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50#FREECHOBANI

APRIL 2014#freechobani was all over the twitterspehereEveryone was telling us that we were sitting on a social gold mine.

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APRIL 2014Even the senator got involved The world had gone crazy, if youd have told me when I started that Chobani would be involved in a diplomatic crisis I think it would have been a joke

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52#FREECHOBANI

APRIL 2014Everyone was telling us that we were sitting on a social gold mine.

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APRIL 2014Even our friends at DIGIDAY ARE YOU MISSING OUT

What are you doing, you're leading team, PR, advertising/social agency, etc. it didn't feel right. We didn't want to be seen to be opportunistic and our fans would have been disappointed in us. This is the point where, for us senior marketers, you really have to lean into your social team, the people who interact with and understand your fans better than anyone else. Because they know whats right.

Really understand what value we would get out of it.we didnt see it. We wanted to find the right way of telling OUR authentic story

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54THE COLD WARCONTINUED

Re: the Russian LGBT Law

"It's disappointing that in 2014 this is still an issue. We startedChobani to provide better food for more people, and our company has always believed in diversity and inclusion. We are against all laws and practices that discriminate in any way, whether it be where you come from or who you love forthat reason, we oppose Russias anti-LGBT law.

Hamdi Ulukaya, Founder & CEO

APRIL 2014Luckily Russia has more drama for us their anti LGBT stance. There was nothing more authentic than what our founder believed. That no matter who you were, what color your skin or who you loved people should always be treated with respect and equality.

We were only 1 of 3 brands that publically opposed the LGBT law

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55THE COLD WARCONTINUED

APRIL 2014Then we tweeted this. naturally powering tweet

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56NATURALLY POWERING EVERYONE

37.3k likes, 1.7k shares, 1k comments, 7.2MM views Our best performing Facebook and Tweet EVER

72 RT, 47 favorites

The Huffington Post article marked the first time one Chobani social post made National news.

APRIL 2014It was the perfect summation of what we believed and really leaned into the conversation. 56

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APRIL 2014People recognized that. Both the industry

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APRIL 2014and the fans. 58

59DONT BOW TOPRESSURE

APRIL 201460DONT BOW TOPRESSUREACT ON THE RIGHT OPPORTUNITIES

APRIL 2014Recap slide So far we talked about not being afraid to go big, always going back to your audience and not being afraid to wait for the right opportunity

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ACADEMY AWARDS

APRIL 2014Lets move onto the final act of our story, The Oscars

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APRIL 2014The stage was SET and the lights were up and the red carpet was out for lots of content (think im done with the analogies) we went into this knowing we had a powerful story to tell around how food is madeand we were launching our 100 Calorie yogurt made with only natural ingredients.

And we had a LOT of content readyAnd like many brands we also DID prepare to lean into the Oscars

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APRIL 2014Yes we had the best sound mix to yogurt and granola

Wed prepared for manufactured serendipity

As always, we were really paying attention to audience reaction before, during, and after.

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APRIL 2014We quickly realized how some of the real time marketing was falling flat..

Theres a fine line between relevant and cheesy

It was at this point that we shouldnt push out a bunch of content rather it would have been more impactful to do a few powerful pieces.

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APRIL 2014We only ended up posting a few key things. We zagged where others zigged and stayed true to ourselves and what we believed in. Authenticity

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APRIL 2014 Sometime less is moreGot credit for such including digiday ;)

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6738MM TOTAL IMPRESSIONS

APRIL 201468SOMETIMES LESS REALLY IS MORE

APRIL 2014Recap slide So far we talked about not being afraid to go big, always going back to your audience and not being afraid to wait for the right opportunity

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69TWITTER 37.1MM TOTAL IMPRESSIONS220% INCREASE IN CONVERSATION ABOUT CHOBANI 81% HIGHER ENGAGEMENT THAN FOOD INDUSTRY BENCHMARKS17% LIFT INCONSUMER PURCHASE INTENT(PER NIELSEN BRAND SURVEYS)EXCITING Q1

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70EXCITING Q1FACEBOOK 75.6MM TOTAL REACH+13PTS AD RECALL+11PTS BRAND RECOMMENDATION(PER NIELSEN BRAND EFFECTS STUDY)

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7160 SECOND DECISION CHECKLIST

1. WHAT CONTENT WOULD BE AUTHENTIC TO YOUR BRAND AND YOUR AUDIENCE?

2. WHERE IS THE PRESSURE COMING FROM?

3. IS IT THE RIGHT OPPORTUNITY?

4. HOW CAN YOU ZIG WHILE EVERONE ELSE ZAGS?

APRIL 2014BE AUTHENTIC TO YOUR CORE AUDIENCE

DONT BOW TO PRESSURE

RECOGNIZE THE RIGHT OPPORTUNITIES

LESS CAN BE MORE

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A CUP OF YOGURT WONT CHANGE THE WORLD, BUT HOW WE MAKE IT MIGHT72

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THANKYOU

@mrjoshuadean

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