Cannes Lions

Chobani "One for All" Campaign: Social Reach

CHOBANI, New York / CHOBANI / 2018

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Overview

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Credits

OVERVIEW

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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