‘A regular drum beat of content’: How brands like Chobani are using TikTok to reach new audiences

Digiday 29 Jan 2021 05:01
January 29, 2021 by Kimeko McCoy

Chobani, this week, dropped a new, limited edition yogurt product, Chobani Flip Cookie Dough. The catch: It’s only available through TikTok. 

It’s part of Chobani’s first official TikTok campaign #SwitchTheChobaniFlip challenge. Users must create a video using the hashtag for a chance to win a case of the product. So far, the campaign, which utilizes influencers and paid media dollars, already has 2.6 billion views. A hashtag challenge has run brands $130,000, per Digiday reporting.

“It’s given a new energy to [Chobani] Flip, which is what we wanted it to do,” said Eddie Revis, vp of marketing and media at Chobani. 

The brand is looking to use the platform to reach a new audience that’s based in community of young fans and consumers of the brand. “We look at ideas that we have at Chobani and we have a need to either reach an audience or we want to bring awareness of something that we’re doing to a specific audience,” Revis said. “TikTok is now on our radar as a way to engage with that community.”

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