Cannes Lions
CHOBANI, New York / CHOBANI / 2018
Overview
Entries
Credits
Description
We called our idea “All for You” — it manifested as a HUGE care package customized to each influencer’s life and wellness beliefs. This idea extend our campaign of giving to those who embodied the Chobani spirit of generosity and food-focused wellness. By passionately advocating for healthier lifestyles through food, these YouTube wellness advocates indirectly helped Chobani grow to where its is to day.
Execution
• Ran February 12th through March 4
• Each “All for You” package had a large terrarium, comprised of and customized with curated, personalized gifts. These gifts including mini figurines of the recipients that explain the “One For All” story.
• We asked influencers to create a 60 second (or longer) YouTube videos of the unique unboxing experience.
• Three YouTube videos went live on the Influencers channels on 2/12
• Additional social posts were shared by all 3 influencers, Tastemade & Condé Nast.
Facebook:
• The scale of potential reach topped 5.6MM, the largest influencer execution in Chobani’s history
Outcome
OVERALL: Designated “Best-in-Class YouTube Campaign” by Youtube: it was in the top 25% of influencer campaigns run on YouTube
OBJECTIVE: Increase brand awareness by 5%
• +8.4% in brand awareness (YouTube Study)
• 98% positive sentiment
• Top 25% of YouTube video in lifting awareness among 18-24 year-olds
• Top 25% of YouTube video in lifting awareness on Mobile
OBJECTIVE: Increase purchase intent by 10%
• +16.8% purchase intent (YouTube Study)
• +13% in brand affinity (Nielsen)
• +14% in recommendation intent (Nielsen)
• Top 25% of all YouTube video in lifting awareness (35-54 year-olds)
• Top 25% of all YouTube video in lifting awareness on Mobile
OBJECTIVE: Earn 2.5MM views
• 3.4M total views
• Avg. Percent viewed on YouTube was 42% greater than industry standard
OBJECTIVE: Achieve 1.2 “quality views” (25% view through rate, US-only/A18+)
• Over-delivery qualified views by 158% (2.2M views delivered vs. 1.4M guaranteed)
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