A David and Goliath story: Chobani was going up against established brands with 20x the ad spend. Chobani early adopters loved the product. They were true fanatics. Unprompted they were already sharing their love on social media and through word of mouth. The campaign turned a spotlight on these already passionate consumers’ stories, and invited others to submit photographs, videos, and comments on social that were then turned into more campaign materials. Sales increased 225%, and while the campaign ran, Chobani became the #1 selling yogurt in the country.