How Yogurt Maker Chobani Uses Instagram to Open Minds
When asked why Chobani saw Instagram as a natural fit for the brand’s marketing strategy, the answer is simple. “We want to be where our consumers are,” says Hilary duPont, Content Manager on Chobani’s Brand Communications team.
“We’re on the platform every day so we know what’s trending. If our consumers are posting about smoothies, we are, too. We want to be doing what they’re doing.”
Before joining Instagram in 2011, Chobani had been tracking mentions of their product—now the top-selling Greek yogurt in the U.S.—across different platforms.
The social team uncovered a trove of photos by the Instagram community of artfully-arranged breakfasts and clever smoothie concoctions. By using the hashtags #creationaday and #chobani, people sought to both inspire other yogurt-lovers and engage with the brand in direct conversation.
Chobani’s social team fed off of the community’s creativity to help build their following and inspire new uses for their product.
The result is a feed that uses the power of simple imagery to push beyond the common perception of yogurt as a breakfast staple and showcase it as a core ingredient—and healthy substitute—in donuts, cheesecake bars, even pasta and "FroCho".
It’s by design and through the power and creativity of Instagram that @chobani makes the possibilities feel endless.
“We use Instagram for inspirational and aspirational content that’s still relatable,” duPont emphasizes. “We’re a leading and innovative brand and we want that to show through our content.”