Case Study: How YouScan’s Social Listening Helped Dentsu Creative Turn a Viral TikTok Moment Into a Major Win
By YouScan
- case study
- Social Media Listening/Intelligence
- Content Testing
- Artificial Intelligence
- Audience/Consumer Segmentation
- Brand Research
- Content Analytics
- Visual Analytics
- Data Analytics
Dentsu Creative managed social strategy for Nutter Butter (Mondelez), a peanut butter sandwich cookie brand known for its absurdist TikTok content. In September 2024, a creator’s post triggered a rapid surge in TikTok conversation that internal teams initially interpreted as a backlash. However, Mondelez’s existing social monitoring tools covered only X (formerly Twitter) and Reddit, leaving TikTok largely unmonitored. Without visibility into the platform driving the conversation, leadership considered pulling the content before knowing whether the reaction was positive or negative.
Dentsu Creative turned to YouScan’s social listening platform to analyse the TikTok conversation in real time. Using engagement-based alerts, the team identified the original creator post early and escalated it to Mondelez’s Consumer Experience Team. They then analysed comments, tracked influencer mentions, and measured sentiment to understand audience reactions. YouScan’s AI tool, Insights Copilot, generated summaries and sentiment clusters in minutes, giving the team the evidence needed to support keeping the campaign live.
The data confirmed the campaign was a viral success rather than a backlash. Between 15 and 17 September 2024, Nutter Butter recorded 26.3 million earned views (+2,276%), 1.9 million earned engagements (+1,464%), 2,400 earned mentions (+142%), and 83.6% net positive sentiment (+26 points). Overall, 99% of views and 92% of engagement were positive, with TikTok viewership more than doubling the brand’s Super Bowl campaign.
“With Insights Copilot, we were able to do a quick vibe check: ‘Hey, this is what we think is happening—does it actually match what’s going on?’” – Alex Dor, ex-Lead Social Analyst at Dentsu Creative.
Read the full version of this case study on the YouScan website here.
