Chobani's early commitment to social engagement and the community it built online for what the company calls its "Chobani-acs" were key drivers of the Greek yogurt maker's early viral growth, marketing director Niel Sandfort said. Fans were so effective at spreading the word that Chobani, launched in 2007, spent nothing on advertising until 2011. "You need a community where fans can share their expression of the brand so new fans can see passion for the product," he said.
How early online community support fueled Chobani yogurt's success
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