How Chobani Uses Sponsored Videos to Stir Up Yogurt Sales and Market Share. Over the long Labor Day weekend, Chobani had 8 partners and 12 sponsored videos that had a total of 21.9 million views and 451,000 engagements. But, the sponsored video that accounted for the largest portion of Chobani’s success was “Banana Berry Smoothies 4 Ways.” Uploaded to Tasty’s Facebook page on July 18, 2017, the video currently has 21.7 million views and 446,000 engagements. There are 11 other sponsored videos in the campaign with 7 other partners. Competitor Campaigns Meanwhile, Yoplait is also testing 2 sponsored videos with 2 partners. Together, they have 184,000 views and 3,883 engagements. So, maybe video marketers won’t be surprised to learn that Chobani passed Yoplait in sales and market share last year. The company commands a 37.6% share of the Greek yogurt market and a 19.8% piece of the total spoonable yogurt market. Yoplait accounted for 25% of the US yogurt market as recently as 2011, the year that General Mills bought a controlling stake after licensing the brand since 1977. Now, most of these market shifts took place last year before Chobani and Yoplait started experimenting with sponsored video.
I admit that I like Chobani Greek yogurt. My favorite flavor is the one with black cherry on the bottom. And I confess that I’m a fan of the company, too. It was founded in 2005 when Hamdi Ulukaya, a Turkish-born Kurdish businessman, bought a plant in the town of South Edmeston, NY, which was being closed by Kraft Foods.
Nevertheless, I was surprised when I saw that Chobani has just passed Dollar Shave Club to become the top sponsored video campaign, according to Tubular’s DealMaker data. Heck, I just wrote about Dollar Shave Club’s new sponsored video campaigns a month ago and I thought the content promoting the brand’s amazing razors and grooming products was “F***ing Great!”
Chobani: Sponsored Video Campaigns
Using Tubular data, I took a closer look at what Chobani is doing to stir up the rankings. Over the long Labor Day weekend, Chobani had 8 partners and 12 sponsored videos that had a total of 21.9 million views and 451,000 engagements.
But, the sponsored video that accounted for the largest portion of Chobani’s success was “Banana Berry Smoothies 4 Ways.” Uploaded to Tasty’s Facebook page on July 18, 2017, the video currently has 21.7 million views and 446,000 engagements. In less than 90 seconds, the sponsored video shows you how to make overnight banana berry oatmeal, a banana berry chia smoothie, a banana berry bowl, and banana berry pops. Apparently, all you need is some Chobani Vanilla Greek Yogurt and a delicious imagination!
There are 11 other sponsored videos in the campaign with 7 other partners. But none of them come close to the popularity of “Banana Berry Smoothies 4 Ways.” For example,…
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