Likeable. Sharable. Lickable.- BDI 12/12/13 Visual Social Communications Leadership Forum
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DECEMBER 2013 LIKEABLE. SHAREABLE. LICKABLE. DECEMBER 2013 JESSICA LAURIA DIRECTOR OF BRAND COMMUNICATIONS CHOBANI
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Presentation: Likeable. Sharable. Lickable. Presented by: Jessica Lauria, Director of Brand Communications, Chobani Creating content that's relevant to your audience, interesting to a broader audience and provokes an emotional response. www.bdionline.com
Transcript of Likeable. Sharable. Lickable.- BDI 12/12/13 Visual Social Communications Leadership Forum
DECEMBER 2013
LIKEABLE. SHAREABLE. LICKABLE.
DECEMBER 2013
JESSICA LAURIA DIRECTOR OF BRAND COMMUNICATIONS
CHOBANI
DECEMBER 2013
A LITTLE INTRO TO CHOBANI
DECEMBER 2013
02 APRIL 2013
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OUR BELIEF WE CHALLENGE THE STATUS QUO, BECAUSE THE STATUS QUO ISN’T GOOD ENOUGH
DECEMBER 2013
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02 APRIL 2013 DELICIOUS DELICIOUS DELICIOUS
DECEMBER 2013
WANT TO KNOW A SECRET?
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WANT TO KNOW A SECRET?
DECEMBER 2013
02 APRIL 2013
CREATED A BRAND FROM A PRODUCT
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WHICH HAS GIVEN US AN AMAZING FAN BASE OF CHOBANICS
DECEMBER 2013
OUR APPROACH TO LIKEABLE CONTENT
DECEMBER 2013
MOST CONTENT IS ONE WAY Many brands post something that is based on general marketing insights they know from consumer groups, but this is not always tied to their behavior online.
LISTEN TO THE AUDIENCE Before we put anything out in the social universe, we try to understand what’s going on with our audience online. We engage in active social listening, develop audience insights, interrogate their feeds.
DECEMBER 2013 CAULIFLOWER PIZZA
DECEMBER 2013
TAILOR TO THE PLATFORM INSTAGRAM Instagram is photography-based and very visual, so we try to avoid too many graphics or text overlay. PINTEREST From the social listening, we try to create boards based on needs and wants of our consumer.
DECEMBER 2013 INSTAGRAM
DECEMBER 2013 PINTEREST
DECEMBER 2013
SOMETIMES IT’S JUST SIMPLY LOVE We are lucky to have an amazing fan base that loves us for who we are! Truly unconditional love.
EXTENDING BEYOND THE PRODUCT While we are happy to share in the love, we also want to extend the conversation beyond our product – which we think creates even more love and appreciation.
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OUR APPROACH TO SHAREABLE CONTENT
DECEMBER 2013
ELEVATE THE CONVERSATION We don’t just focus on the marketing or the product – we elevate the conversation around the product to change the way people think about yogurt.
DECEMBER 2013
FEATURE IN AN ORGANIC WAY We never want to make the product feel forced or unnatural. If it does, then we are not being true to ourselves or our fans.
We also don’t over-brand our images. We appreciate when things look beautiful – especially food!
DECEMBER 2013
PROVIDE BRANDED UTILITY People are on social media for different reasons, and we know content – on all topics – is a key driver for sharing. While we inspire the new, we can also reinvent the old. It’s important to be useful and give people things they need to make their lives better.
UNDERSTAND NEEDS AND INTERESTS We always try to think beyond the core. While creations and our core product are important, they don’t always fill consumer needs.
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INSPIRE DISCOVERY We look to provide something new to our fans that will entice them to share.
They have all seen granola and yogurt in a cup, so how can we be innovative in our recipes and encourage exploration.
DECEMBER 2013
SURPRISE & DELIGHT WE ARE NOT TO PRECIOUS ABOUT OUR CONTENT While we are extremely proud of our cra", we don’t discriminate great recipes or content. We share it all – for you/by you/by us/for everyone.
YOGURT FOR ALL – OURS IS JUST THE BEST We want to create awareness of our amazingly delicious product, but we also want to create awareness around benefits of Greek yogurt – in its nutrition value, its utility, its versatility. No one should be deprived!
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OUR APPROACH TO LICKABLE CONTENT
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REALLY
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REALLY AMAZING
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REALLY AMAZING PHOTOGRAPHY
DECEMBER 2013
MOUTHWATERING It’s the newest rage that lives in social media – Food Porn. Beautiful, mouthwatering, amazing food imagery.
WE ARE PROUD OF OUR PRODUCT – AND IT SHOWS We always treat Chobani with love, as well with all our ingredients.
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REAL We don’t use a food stylist or food photographer in the majority of our social media. We think it is inspirational to our audience to realize they can do this too.
SHARE USER GENERATED CONTENT Sometimes real imagery is even more shareable. Our goal is to be aspirational, but approachable. We are for everyone.
DECEMBER 2013
STOP
02 APRIL 2013
h#p://instagram.com/p/dAuJDFP3wC/
DECEMBER 2013
STOP
02 APRIL 2013
DECEMBER 2013
LICKABLE We have been told by chefs that Chobani is a ‘very intelligent & versatile ingredient’. Yes – and extremely delicious.
HIGH FOOD IQ NOT REQUIRED We can hang with the chefs in the kitchen and the kids in the park – and happy to play with so many people and delivery so many options.
DECEMBER 2013
REAL We don’t use a food stylish or food photographer in the majority of our social media. We think it is inspiration to our audience to realize they can do this too.
SHARE USER GENERATED CONTENT Sometimes real imagery is even more shareable. Our goal is to be aspirational, but approachable. We are for everyone.
DECEMBER 2013
02 APRIL 2013
DECEMBER 2013
DECEMBER 2013
LISTEN
THINK ABOUT PLATFORM
ELEVATE THE CONVERSATION
ADD VALUE
INSPIRE DISCOVERY
SHARE GREAT CONTENT FROM YOU & OTHERS
DECEMBER 2013
THANK YOU
