Case Study: Chobani achieves actionable social media insights and stronger campaign impact with Crimson Hexagon

Brand Audit, Brand User Behavior and Campaign Analysis on Chobani

Chobani engaged Crimson Hexagon to use social media listening to understand brand health, customer behavior, and the impact of marketing over a two‑year period (Mar 2013–Mar 2015). The challenge was to measure sentiment, identify how consumers use Chobani products, and evaluate campaign performance to inform product development and marketing strategy.

Using Crimson Hexagon’s ForSight platform to analyze ~244,500 tweets, the study found Chobani conversation was largely positive (46%) with only 4% negative, and spikes tied to advertising (notably a Super Bowl spot). Insights showed top uses were for cooking (37%), adding ingredients like granola (18%), and pre/post workouts (16%), which helped predict product moves (Chobani Oats and Kids/Tots). The #StopSadBreakfast campaign generated 6,600+ mentions, drove 49% of campaign‑period conversation, and coincided with a 14% lift in overall post volume and positive ad discussion—supporting recommendations to pursue breakfast and fitness market opportunities.

Chobani