Best known for popularizing Greek yogurt, Chobani is taking to TikTok to sweeten its story in a new and exclusive way that speaks volumes not only about the brand, but about the platform, too.
The company debuted its new product, Chobani Flip Cookie Dough, on Opposite Day for TikTok only via the campaign hashtag #SwitchTheChobaniFlip. The campaign, which is Chobani’s first on the platform, asks users to create a video – any video – set to Missy Elliot’s ” Work It” and featuring the hashtag for a chance to win a case of the new cookie dough treat up until February 25. The product is actually an opposite iteration of an existing Chobani Cookie Dough cup that, rather cheekily, flips the sides so that there is more cookie dough and chocolate chips, and less greek yogurt. So far the campaign, which pulled influencers and made use of paid media dollars, has already garnered 2.6 billions views. Like many brands, Chobani is embracing TikTok as a way to target niche communities that include cooking, mental health, professional development, and more.
In addition to the the TikTok campaign, the brand has been working with TikTok influencers including Lynn Davis in honor of Greek Yogurt Week. Aside from this, however, there doesn’t seem to be a huge emphasis on the yogurt itself. Yes, several TikTokers turned their videos into homages to the healthy snack, but many more don’t even mention the brand except for the hashtag. This is a reflection of the platform itself, which keeps a running list of the most trending hashtags with wide ranges of popularity on every user’s dashboard. Creators might sprinkle in hashtags that are just blossoming on the platform (still in the millions in terms of usage) and hashtags that are in full swing (perhaps in the billions) to concoct a recipe for virality.
By crafting a hashtag that isn’t too specific and choosing a song that is simultaenously catchy, dance-y, and/or recognizable, Chobani may be able to leverage the enthusiasm of TikTokers on the hunt for the perfect viral recipe on the still-young, but rapidly growing, and often dance-based platform to measure interest and its own potential there. The brand has been ahead of the curve when it comes to digital marketing for some time, having tripled its growth in Gartner’s Digital IQ Index: Food & Beverages over the past few years.