"The bath and body care brand, which boasts 3 million followers across TikTok and Instagram, has spent the past year using an AI-powered community management tool to analyze comments, direct messages and other social interactions across its channels. What began as a way to respond faster to customers has evolved into a broader system for identifying product demand, measuring sentiment around launches and informing innovation decisions."
"It started as a very straightforward initiative, which was to leverage AI to help us stay more actively in touch with our community across social channels. Tree Hut is a community‑first brand with a massive cross‑channel audience and organic reach, so we needed to be faster and more efficient at responding to DMs, comments and questions. We enlisted an AI tool to do that."
Tree Hut, a bath and body brand with 3 million followers across TikTok and Instagram, implemented an AI-powered community management tool to analyze comments, direct messages and other social interactions. The tool began as a way to speed responses but evolved into a system for identifying product demand, measuring sentiment around launches and informing innovation decisions. The company built a database of recurring requests from conversations, capturing insights like desired scents, formats and collaboration ideas. Since implementation, Tree Hut reports a 430% year-over-year increase in social engagements. Tree Hut is part of Naterra, a family-owned personal-care company.
Read at Digiday
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