The Chobani ‘Built by Heart’ campaign was designed to grow organically as a story during the 2012 Olympic Games. We began by creating a real event, which was showcased as content through integrated media. Rather than use a more traditional approach, the branded content story reached our audience in an authentic way and grew organically as part of the popular culture surrounding the Olympic Games.

The solution was to create an event that would strike an emotional chord in the spirit of the Olympics, and begin the PR story. We invited the local dairy community to build a giant outdoor cinema screen on a local field to watch the Olympic Opening Ceremony together. The event struck a chord with people in the spirit of the Games, and was picked up in major news channels and social media across the country. This acted as a vehicle to tell Chobani’s true story of community revival and heart, as an organic story led by PR.

Chobani’s community story struck a real cultural vein in America, with the content generating a scale of conversation never seen in the yogurt category:

- 944 million media impressions

- Earned media in national news and editorial including CNN, Fox News, CBS News, NBC, Forbes, NY Times and Bloomberg.

- #1 most searched brand on Google during the 2012 Olympics

- #1 most effective Olympics campaign in USA (Ace Metrix)

- 338% increase in online brand mentions

- 18% rise in sales