Chobani Case Study

Yogurt brand’s test-and-learn with CTV lifted ROAS.

Experimenting with Connected TV, Chobani discovered that CTV by Roundel™ could effectively reach its relevant audiences—and deliver the ROAS to prove it.

Objective

Leverage CTV to boost product launch.

In a world that has gone to streaming, Chobani wanted to explore using CTV by Roundel as a tactic to launch their new Chobani Zero Sugar Yogurt and achieve key objectives:

Boost

product sales and conversion

Build

guest familiarity and equity of a new product line extension

Amplify

promotional offers running during the campaign

Solution

Focus on specific audience segments that are category and brand specific.

From low-sugar lovers to brand-loyal shoppers, Chobani tested several different target audiences to understand which one drove the best performance. The yogurt brand also wanted to assess how CTV performed against other media solutions for ROAS.

Chobani Zero Sugar campaign

Duration: November 14, 2021–January 1, 2022

Roundel solutions: CTV by Roundel™, Target Product Ads by Roundel™, Display by Roundel™, Social by Roundel™ (Pinterest)

Media channels: Target.com/Target app display, Pinterest Standard and Video pins, and display and connected TV placements on Bullseye Marketplace

Target audiences tested for CTV:

Results

CTV placements saw the strongest ROAS out of all channels.

CTV by Roundel™ has closed-loop measurement, which helped Chobani’s team gain insights in how CTV media met their objective of sales/conversion.

2.4M

impressions from CTV by Roundel™ during campaign

$3

average ROAS for all CTV ads, higher than other solutions tested

77%

higher ROAS for Chobani Zero brand purchasers vs. other audience segments

Conclusion

Trying something new can reap big rewards for your brand.

Chobani was able to garner 2.4 million video views and drive product familiarity among relevant guests using Target’s first-party audience segments.

Boost

Sales and conversion for your brand’s product line.

Test

CTV and new audience segments to gain insights for future campaigns.

Win

With strong ROAS results using closed-loop measurement to understand impact.

Connect in a whole new way.

Let’s talk about your next multi-channel campaign.

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