"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. We enlisted an AI tool to do that. With this tool, we built a system that's embedded in the comments and conversations our audience is having - things like new products or scents they want, different formats and collaboration ideas."
Tree Hut, a bath and body care brand with 3 million followers across TikTok and Instagram, deployed an AI-powered community management tool to analyze comments, direct messages and social interactions. The tool initially accelerated responses to customers and evolved into a system that captures recurring requests about product ideas, scents, formats and collaborations. The brand built a large database of community feedback and now uses AI insights to identify product demand, measure sentiment around launches, and inform product development and new-launch strategy. Tree Hut is part of Naterra, a family-owned personal-care company with brands including Baby Magic, Splash and Bdy. Since implementation, social engagements rose 430% year over year.
Read at Modern Retail
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