It turns out your customers are already creating it for you. In this episode of The Unfair Advantage, hosts Don Packett and Kelvin Jonck dive into a spicy story about Tabasco and the untapped power of unsolicited social data.

Kelvin unpacks a real-world case study, revealing how they helped the hot sauce brand find surprising new customer insights and a brilliant, unplanned partnership. From discovering why people are putting Tabasco on popcorn to entering a new country with a collaboration, this episode shows how looking beyond traditional KPIs can reveal incredible marketing insights and opportunities for growth through User-Generated Content (UGC).

What You'll Learn:

• Why the "good, neutral, bad" KPI is an outdated metric for social listening.

• How to use big social data to find unsolicited customer insights.

• The surprising story of Tabasco, popcorn, and a game-changing partnership.

• Why looking at what people are saying can lead to your next marketing strategy.