In Branding

Chobani’s Social Media Marketing


There’s a revolution happening. It’s filled with transparency, sincerity, and colorful pictures. It’s the Chobani revolution.

The little yogurt brand from a farm town in New York State has exploded since its humble beginnings in 2005. Its CEO was just named World Entrepreneur of the Year by Ernst & Young. It is the number one selling yogurt brand in America and is an official sponsor of Olympic and Paralympic Team USA.

What’s the secret? Consistent messaging – a solid story.

As its recent campaign declares, Chobani is real. Chobani exemplifies complete transparency. Complete authenticity. And as Hamdi Ulukaya, the founder, said, “Real is crafted, authentic and simple.”chobani-resized-600

With its “Go Real” mantra, Chobani has created a culture, a conversation, and a revolution. Not only has it dramatically impacted the way people think about food, but it’s also setting the new standard for social media marketing. This new standard is fueled by millions of “CHObsessed” brand ambassadors.


Of the social media platforms, Facebook allows for the most in-depth conversations. Facebook is also a premiere listening and research tool. Chobani appears to have three methods when it comes to Facebook: Keep it short, post a photo, and listen. In fact, one of its bestselling flavors, Black Cherry, came by consumer suggestion. (Chobani on Facebook)


screen shot 2013-06-13 at 11.18.30 amChobani is real in everything that it does. The brand tweets actively with a variety of humor, inspirational quotes, recipes, and health tips all falling under the umbrella of “Go Real, live simply.” Social media is about being social. It’s about sharing. You can’t be social if you’re just pushing out content. As our kindergarten teachers taught us, pushing isn’t very nice. Keep it short, add a photo, and join a conversation. (Chobani on Twitter)


Pinterest + Chobani = love. Pinterest is a beautiful platform for brands that have a demographic already present there. Chobani’s fans are health-conscious home cooks and parents. These people rule Pinterest.72123_10151348522836852_2134522289_n-resized-600

But, Pinterest fans are finicky. They don’t want a company coming in and just posting advertising. They want authentic interaction. This is the Chobani difference. Chobani doesn’t just post its own items. Instead, it shares other great ideas and enhances them with Chobani products. (Chobani on Pinterest)

So what’s the biggest take away? Consistency. Have a strong story and authentic brand. Try it out. Tweet at Chobani; follow it on Pinterest or Facebook. You’ll be amazed by its messaging and the opportunities hidden in the realm of social media marketing.

P.S. for even more Chobani fun, pull out your mobile device and check it out on Instagram and Vine. Guaranteed, “Wow!”

Curious about your company culture and archetypes? Take our archetype quiz to uncover your organization’s archetypal identity!

Screen Shot 2013-06-14 at 1.22.07 PMUpdate: Chobani loves Allegory

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