HelloSociety Blog

Pinterest For Business

Zoe Waldron

March 26, 2014

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 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Food & Drink is one of the most popular categories on Pinterest. As a food brand on Pinterest, Chobani has done a great job at incorporating recipes with brand lifestyle and inspirational pins. Chobani currently has over 8,000 pins, over 200 likes, and 25 boards, with 15 of those boards being recipe boards. Chobani, in comparison to its competitors, is dominating Pinterest, but could increase their Pinterest following and interaction even more if they took some extra steps to promoting their account, like sharing pins on Facebook and having Pinterest-optimized recipe images on their website. On Pinterest, Chobani shares a variety of recipes, inspirational quotes, fitness pins, how-tos, DIYs, video pins, and more. Chobani currently has earned over 108K Pinterest followers.

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

What Chobani is doing right

How has Chobani accumulated so many followers? They’ve devoted time and energy into their Pinterest strategy. They regularly tweet about Pinterest (a few times a month) which I believe has made a big difference. A unique aspect of their account is how they’ve customized each of their board covers. Chobani, in comparison to its main yogurt competitors, is dominating Pinterest. Stonyfield Organic has a little over 6K Pinterest followers, both Yoplait and FAGE have 2K, and Dannon Oikos has only 700.

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Baked with Chobani features fan recipes made with Chobani.

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Chobani has partnered with bloggers to promote recipes made with their yogurt. (Recipe)

Chobani’s 15 recipe boards share fan recipes, sponsored blogger recipes, as well as their own site’s recipes promoting the use of Chobani as a healthy substitution in place of traditional indulgent ingredients (butter, oil, sour cream, etc…) for various recipes like pancakes, baked potatoes, and more. They also tweet about Pinterest often, promoting their recipes and Pinterest profile. Chobani’s Do Your Body Good board is their most-followed board which focuses on healthy living and kitchen tricks.

Chobani has 25 boards with several different themes including: baking (Baked with Chobani), inspirational quotes (How Matters), smoothies & concoctions (Chobani Creations and Smoothies), fitspo (Fit With It), health infographics (Info-mation) crafts & how-to (You So Crafty & How-To) kids (Chobani Champions), summer group board (Summer Breeze), and videos (Video Collection).

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Chobani has created customized board covers for all of their boards.

What Chobani could improve on

Chobani doesn’t post about Pinterest on their Facebook page which has almost one million followers. If they posted their top recipe pin weekly or at least monthly, their Pinterest following could increase at a much faster rate. Their website doesn’t include a Pinterest icon for social sharing (shown left) or ‘pin it’ buttons for their site’s recipes but the site does have a link to their Pinterest at the very bottom (shown right).

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

As seen above, Chobani’s website recipe images are poor sizes for pinning (example 1 & 2). Their custom ‘board cover’ pins don’t have links. Every brand-owned pin on a board should have a link associated with it. People love repinning board covers, even if they’re custom word-only pins. Chobani needs to link every uploaded board cover pin back to the Pinterest board it originated on so when it’s shared, more people will follow them and discover their other recipes.

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Chobani’s Facebook doesn’t promote its Pinterest account anywhere.

PROS

- Nice variety of board categories and neat custom board covers.

- Solid and growing following, much higher than competitors’.

          ~ In May of 2013, Chobani had 65K followers, now they have 108K+ (source).

- Most of their boards have descriptions (but they could be a little more detailed).

- They regularly repin content from other sites, bloggers, and pinners. Great!

- Their profile’s website is verified (The checkmark next to their site URL in profile description).

- They Tweet about Pinterest a few times a month.

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Example Tweet

CONS

- They only pin a few pins per day (It’s ideal to pin 15-20 pins daily).

- They don’t respond to comments (example).

- Some of their rich pins are incorrect. (A lot of Chobani.com recipe pins have article rich pins not recipe rich pins, shown below and seen here).

- They don’t have promote their Pinterest on Facebook or have a Pinterest Facebook app (Free! Get it here).

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Get Rich Pins for free here.

Conclusion

Chobani’s Pinterest strategy as using it as a channel and source of finding and sharing fan recipes, sponsored blogger posts, and its own recipes has engaged thousands successfully. With over 100K Pinterest followers, Chobani has established a strong network of followers and is a leading food brand on Pinterest. Instead of only sharing their own recipes, which most food brands on Pinterest currently do, Chobani has used Pinterest as a balanced source of inspiration with pins from many different categories. By pinning a variety of recipe pins from a variety of sources that all are brand consistent, they’re backing up the message that Chobani is one of the top Greek yogurts in the market, promoting a healthy lifestyle and great-tasting food.

 Case Study: Chobani   Pinning a Healthy Lifestyle with Recipes & Inspiration | HelloSociety Blog

Have questions about how you can optimize your content for Pinterest, increase your following, or improve your Pinterest account? Contact us at info@hellosociety.com!

Looking for more case studies? See our other Pinterest case studies on L.L.Bean, Nordstrom, Target, Lowe’s, and Starbucks.

Learn more about HelloSociety Pinterest marketing agency:

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Posted In - HelloSociety - Behind the scenes, Marketing example, Pinterest Infographics, Pinterest news, Pinterest tips

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