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Case Study: Chobani on Pinterest

You may not get excited about a visit to the grocery store, but people are getting excited about this grocery item on Pinterest. With over 4,000 followers and growing, Chobani has figured out how to use Pinterest to their advantage and it’s not all about just posting recipes (though there are some great recipes!). Let’s take a look at how Chobani has used Pinterest to become one of the most popular visual brands on the newest social media fad.

Chobani’s quick success on Pinterest hasn’t gone unnoticed. Recently seen speaking at a Social Media event at High Road’s Toronto office, featured on Ragan’s PR Daily, Beneath the Brand (a branding site), AdWeek, and Fast Company, Chobani’s use of Pinterest is wowing people in PR, branding, digital, advertising, and marketing. So, what makes Chobani’s use of Pinterest so wildly successful?

First, let’s take a look at what Chobani’s Pinterest page looks like. Chobani’s Pinterest page features 20 different Pinboards that include anything from quotes to workout inspiration to recipes and Instagram photos.

Among their 20 pages, Chobani features 868 pins at the time of this post and 13 likes. Although it’s not possible to see total number of re-pins from our perspective (which is a flaw with Pinterest, in my mind), the top righthand side of the screen shows a running commentary on the most recent people to re-pin Chobani’s images.

Chobani’s Pinterest page is managed by digital communications manager, Emily Schildt. She states that Chobani has seven things they keep in mind while managing their social media, including Pinterest. These includes posting things that allow people to discover new things, showing off all the core values of Chobani, micro-targetting their customer, making sure that you don’t go overboard with creating Pinboards, sharing openly, being responsive, and pinning hopes, dreams, and goals that align with Chobani. These are discussed more in the previously mentioned post on Fast Company (here).

What impresses me most about Chobani’s use of Pinterest is how well they know their customer. They are one of the very few brands I follow on Pinterest and their pins often grab my attention more than even my close friends. They have tuned into their customers so much that even the home and kitchen decor they post, which seems far from the actual product of Chobani, catches my eye. I am also impressed with how valuable following Chobani has been for me. I have learned many uses of yogurt in cooking and baking that I never knew existed…and oftentimes it is the healthy alternative!

Through mouthwatering pictures and branching out from their product, Chobani has used Pinterest to become more than just a brand. They have become a friend to their customer, sharing the same hopes, goals, desires, dreams, and tastes.

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2 responses »

  1. This was a great choice for a case study! With Pinterest’s popularity continuing to rise at amazing rates, it’s fascinating to see how brands are joining in on the action. Thanks to your links, I took a look at Chobani’s Pinterest page, and I was rather impressed! Its selection of boards is creative, fun and helpful (my personal favorite being the Chobani Champions board with cute pics and ideas for little ones!).

    I love that you were able to find the brand’s Pinterest strategy. I think the seven things that the marketing team is encouraged remember when pinning are great guidelines to insure that people who follow the boards aren’t bombarded with irrelevant pins! I think there are a few brands out there that could afford to follow Chobani’s lead on this one and adopt a similar theory. There is one brand in particular (which shall remain unmentioned to save them from embarrassment) that tends to go on pinning sprees and flood my feed non-stop with pins, making me lose complete interest in following them!

    Thanks for sharing this case study, Angela! 🙂

    Reply
  2. Pingback: Pin to Win in Your Content Marketing Strategy: Create a Pinteresting Marketing Strategy to Build Brand Awareness

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