Chobani launched a new flavor that’s only available on TikTok. Last week, Chobani dropped “Chobani Flip Cookie Dough,” a new, limited edition yogurt product—and it can only be found on the social app. As part of their first TikTok campaign to reach a new, younger audience, the #SwitchTheChobaniFlip challenge asked users to create videos using the hashtag to win a case of the product. They utilized influencers and paid media dollars, and so far have 4.5 billion views. While the company said they aren’t ready to fully invest in TikTok the way they have with Facebook, they are planning to incorporate it into their media strategy more frequently. Previously, Chobani partnered with TikTok influencers like Lynn Davis (who has 3 million followers) for Greek Yogurt Week in November, and her video brought in more than 3.5 million views. (Digiday)
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