The document discusses Chobani's approach to creating content for social media that is likeable, shareable, and lickable. It emphasizes listening to audiences, tailoring content to different platforms, elevating conversations beyond just marketing, adding value through useful and inspiring content, and sharing both professional and user-generated food photography to create mouthwatering and aspirational images. The goal is to engage fans through real and approachable content.

1. DECEMBER 2013
LIKEABLE.
SHAREABLE.
LICKABLE.
JESSICA LAURIA
DIRECTOR OF BRAND COMMUNICATIONS
CHOBANI

2. DECEMBER 2013
A LITTLE INTRO
TO
CHOBANI

3. 02 APRIL 2013
DECEMBER 2013

4. DECEMBER 2013
OUR BELIEF
WE CHALLENGE THE STATUS
QUO, BECAUSE THE STATUS
QUO ISN’T GOOD ENOUGH

5. DECEMBER 2013

6. DELICIOUS
DELICIOUS
DELICIOUS
02 APRIL 2013
DECEMBER 2013

7. DECEMBER 2013
WANT TO
KNOW A
SECRET?

8. DECEMBER 2013
WANT TO
KNOW A
SECRET?

9. 02 APRIL 2013
DECEMBER 2013
CREATED A BRAND
FROM A PRODUCT

10. DECEMBER 2013
WHICH HAS GIVEN
US AN AMAZING
FAN BASE OF
CHOBANICS

11. DECEMBER 2013
OUR APPROACH
TO
LIKEABLE
CONTENT

12. DECEMBER 2013
MOST CONTENT
IS ONE WAY
Many brands post something that is based on
general marketing insights they know from
consumer groups, but this is not always tied to
their behavior online.
LISTEN TO THE AUDIENCE
Before we put anything out in the social universe,
we try to understand what’s going on with our
audience online. We engage in active social
listening, develop audience insights, interrogate
their feeds.

13. CAULIFLOWER
PIZZA
DECEMBER 2013

14. DECEMBER 2013
TAILOR TO THE
PLATFORM
INSTAGRAM
Instagram is photography-based and very visual, so
we try to avoid too many graphics or text overlay.
PINTEREST
From the social listening, we try to create boards
based on needs and wants of our consumer.

15. INSTAGRAM
DECEMBER 2013

16. PINTEREST
DECEMBER 2013

17. DECEMBER 2013
SOMETIMES IT’S
JUST SIMPLY
LOVE
We are lucky to have an amazing fan base that
loves us for who we are! Truly unconditional love.
EXTENDING BEYOND THE PRODUCT
While we are happy to share in the love, we also
want to extend the conversation beyond our
product – which we think creates even more love
and appreciation.

18. DECEMBER 2013
OUR APPROACH
TO
SHAREABLE
CONTENT

19. DECEMBER 2013
ELEVATE THE
CONVERSATION
We don’t just focus on the marketing or the
product – we elevate the conversation around the
product to change the way people think about
yogurt.

20. DECEMBER 2013
FEATURE IN AN
ORGANIC WAY
We never want to make the product feel forced or
unnatural. If it does, then we are not being true to
ourselves or our fans.
We also don’t over-brand our images. We
appreciate when things look beautiful – especially
food!

21. DECEMBER 2013
PROVIDE
BRANDED UTILITY
People are on social media for different reasons,
and we know content – on all topics – is a key driver
for sharing. While we inspire the new, we can also
reinvent the old. It’s important to be useful and
give people things they need to make their lives
better.
UNDERSTAND NEEDS AND INTERESTS
We always try to think beyond the core. While
creations and our core product are important, they
don’t always fill consumer needs.

22. DECEMBER 2013

23. DECEMBER 2013
INSPIRE
DISCOVERY
We look to provide something new to our fans that
will entice them to share.
They have all seen granola and yogurt in a cup, so
how can we be innovative in our recipes and
encourage exploration.

24. DECEMBER 2013
SURPRISE &
DELIGHT
WE ARE NOT TO PRECIOUS ABOUT OUR CONTENT
While we are extremely proud of our craft, we don’t
discriminate great recipes or content. We share it all –
for you/by you/by us/for everyone.
YOGURT FOR ALL – OURS IS JUST THE BEST
We want to create awareness of our amazingly delicious
product, but we also want to create awareness around
benefits of Greek yogurt – in its nutrition value, its utility,
its versatility. No one should be deprived!

25. DECEMBER 2013

26. DECEMBER 2013

27. DECEMBER 2013
OUR APPROACH
TO
LICKABLE
CONTENT

28. DECEMBER 2013
REALLY

29. DECEMBER 2013
REALLY
AMAZING

30. DECEMBER 2013
REALLY
AMAZING
PHOTOGRAPHY

31. DECEMBER 2013
MOUTHWATERING
It’s the newest rage that lives in social media – Food Porn.
Beautiful, mouthwatering, amazing food imagery.
WE ARE PROUD OF OUR PRODUCT – AND IT SHOWS
We always treat Chobani with love, as well with all our
ingredients.

32. DECEMBER 2013

33. DECEMBER 2013

34. DECEMBER 2013
REAL
We don’t use a food stylist or food photographer in
the majority of our social media. We think it is
inspirational 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.

35. 02 APRIL 2013
DECEMBER 2013
STOP
h#p://instagram.com/p/dAuJDFP3wC/

36. 02 APRIL 2013
DECEMBER 2013
STOP

37. DECEMBER 2013
LICKABLE
We have been told by chefs that Chobani is a ‘very
intelligent & versatile ingredient’. Yes – and extremely
delicious.
HIGH FOOD IQ NOT REQUIRED
We can hang with the chefs in the kitchen and the
kids in the park – and happy to play with so many
people and delivery so many options.

38. DECEMBER 2013
REAL
We don’t 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.

39. 02 APRIL 2013
DECEMBER 2013

40. DECEMBER 2013

41. DECEMBER 2013
LISTEN
THINK ABOUT PLATFORM
ELEVATE THE CONVERSATION
ADD VALUE
INSPIRE DISCOVERY
SHARE GREAT CONTENT FROM YOU & OTHERS

42. DECEMBER 2013
THANK
YOU