When a brand is going for global status, it’s vital that the company in question ensures its products are readily accessible.
But the road to success can be paved with challenges, particularly if the product sits within a saturated market.
Yogurt brand, Chobani, encountered a myriad of challenges on its path to growth, and was open to new approaches that resonated well with an audience that was already spoiled for choice.
The Australian market was no stranger to yogurt; consumers already had plenty of brands and flavours to choose from – and many had their firm favourites. So, how could Chobani break through and get noticed? The company realised the key was to sell the brand, rather than the yogurt itself, which sparked the firm’s largest influencer campaign of its kind to date.
Cumbersome manual process
The brand wanted to connect with 500 unpaid influencers, who would create their own content and increase brand awareness throughout the country.
“Finding 500 influencers isn’t simple – and trying to source them and organise the processes manually threw up challenges that risked significantly delaying the campaign timeline – potentially negatively influencing its outcome,” says Neil Brennan, VP of Sales, Klear.
“For starters, the brand had no quick or easy way to find and vet influencers. One by one, the marketing team connected with potential influencers on Instagram and was tasked with manually logging all details and metrics into a spreadsheet. This wasn’t a scalable solution, given the lofty goal.”
It was at this point that Chobani turned to Klear to take a fresh look at its influencer marketing. The yogurt brand wanted to make certain that its content and marketing approach resonated effectively with its target market – while accessing Klear’s central platform, from which the brand could run its influencer marketing campaign.
Download Klear’s free Influencer Marketing Platform Buyer’s Guide here
Influencers who resonate
Starting with the discovery process, the team was able to swiftly source relevant influencers who came armed with audiences in the Australian market, and who fitted the brand’s ideal customer profile. Via Klear’s platform, Chobani’s marketing team took a deep dive into insights such as audience size and engagement – to see who was driving meaningful conversations in their target space. Superior Vetting – again, via Klear’s offering – meant the brand could choose influencers based on genuine impact rather than follower count alone. Klear gave the brand valuable insights into elements such as past engagement rates, audience growth rates, and other types of information that help to cut down on influencer fraud, whereby someone is not what they purport to be. With this improved targeting, which homed in on the company’s needs, the brand was set to reach a greater number of consumers – and improve the outcome of the campaign.
“Chobani’s team was able to manage all campaign-related content in one place,” says Brennan. “Before partnering with us, the brand lacked a consistent way to view and manage user-generated content. Tracking posts on social media was a manual effort, which led to a risk of missing out on posts and their corresponding metrics.”
Brennan says Klear’s platform brought clarity to content management as well as the team’s backend processes, as the team now had a consistent way to view, track, and manage content. With all materials in one location, the team could be sure of quality and consistency in the messaging and branding.
Single source of measurement
The previous manual processes Chobani used for influencer marketing left too much room for error. Small mistakes, overlooked content, and missing metrics could skew the perceived results of the campaign.
With better management and tracking via Klear, Chobani could confidently judge the ROI and outcome of its campaign. This single source of measurement made it easy to generate reports and demonstrate what worked – and what didn’t.
“Our team saved significant time in the process of influencer discovery, outreach, management, and campaign reporting,” says Damian Young, general manager of marketing at Chobani. “Having a campaign brief built and managed by one person meant that almost every influencer post reflected the tone of voice that the campaign required.”
What’s more, Chobani now had an easy way to benchmark their performance. They had a healthy amount of data that could prove useful in comparing future campaigns to past performances – a useful feature for any brand entering a new market and aiming to see growth and engagement over time.
“For a product as common as yogurt in a market that is spoiled for choice, Chobani knew it needed to capture its audience’s attention quickly and with confidence,” surmises Brennan.
“Klear’s ability to find, connect with, and measure the effectiveness of 500 influencers helped the brand grow strong roots in a new market and feel hopeful about its future.”
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