Chobani goes beyond yogurt to build an active culture on Pinterest

“For any brand that really promotes a lifestyle, I think it makes perfect sense,” says Emily Schildt, digital communications manager for Chobani. “There’s really a larger story to tell on Pinterest.”

Yogurt certainly plays a big role in Chobani’s Pinterest presence—two of the company’s 17 boards focus on creating recipes using Chobani products—but many of the boards aren’t about selling more cups, she says. They offer an extension of the brand, in terms of its personality and philosophy.

It’s been working. In just a few months on the site, Chobani has racked up nearly 1,900 followers and a lot of interest.

Getting hooked

Chobani’s Pinterest presence started at home, Schildt says. “I started playing around with it on a personal level and just immediately became obsessed with it.”

Schildt noticed that a good number of Pinterest users liked to post recipes and pictures of products, so she started looking to find whether folks were posting photos of Chobani cups and recipes. “I found that a lot of people were,” she says.