Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
Canned tuna has been a pantry staple for generations. So when StarKist introduced it in a pouch after nearly 100 years in a can, sales stagnated. The company lowered the price and reduced the pouch size, which helped, but didn’t fix its image problem.
To solve the dilemma, StarKist turned to social listening. It’s an increasingly popular marketing tool that uses artificial intelligence to scrape publicly available social media chatter and information—Instagram, Facebook, YouTube, blogs, news outlets and Reddit, for instance—for keywords directly and indirectly related to a brand.
The

WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in