How Coterie Drives Community Growth Through Social Listening

Coterie’s Challenge 

Coterie, a modern brand known for its high-quality diapers and commitment to providing eco-friendly, comfortable and stylish products, has gained recognition for its innovative approach to baby care. In a market that has traditionally been dominated by legacy brands, Coterie's fresh stance faces the challenge of standing out while simultaneously creating meaningful parenting narratives that resonate with its community and transcend beyond mere product marketing. By leveraging Dash Hudson's AI-Powered Social Listening tool the brand has cultivated a strong social presence and unlocked the nuances of its audience to drive content engagement. Armed with these insights, it quickly built a thriving community, expanded its reach and determined how to maintain consistency in content performance to sustain continued growth.

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Leveraging Social Listening for Community Growth and Engagement

With community at the heart of its social strategy, Coterie is prioritizing growth and engagement by shifting its focus from metrics such as likes and followers, to more meaningful indicators such as comments, shares and saves. Utilizing Dash Hudson's Community Manager and Social Listening tool, the team monitors comment sections in real-time to gauge audience sentiment, identify opportunities for connection and understand the impact of their marketing messages and product communication. By merging learnings from engaging formats with educational materials, Coterie optimizes the effectiveness of its social media strategy, ensuring that it not only captures the attention of its audience, but also provides value through informative content. 

These insights are also used by the team to identify things such as which retail stores customers would like to see the brand — invaluable information they can pass on internally to inform future initiatives. This approach allows the brand to foster a deeper connection with its community and build authentic parenting narratives that engage. As a result, Coterie's average Engagement Rate has increased by 27% across channels in the first four months of 2023.

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Using Dash Hudson's Community Insights, we are shifting our focus from 'like' metrics to deeper indicators. We now closely examine our comment sections and tagged posts to truly understand if our content resonates and discover opportunities for meaningful connections with our community.

Cheyenne Adler,
Senior Social Strategist at Coterie

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Unlocking the Power of UGC for Brand Growth

Recognizing the importance of UGC, Coterie leverages Dash Hudson to organize and track UGC across various campaigns, enabling the brand to gain insights into audience preferences and interests. By streamlining outreach processes and integrating UGC into the new website launch, Coterie effectively saves time while also capitalizing on the authentic and relatable nature of this content format, which in turn drives even stronger interactions with its community.

Additionally, the brand develops content series inspired by audience behavior, such as the excitement organically generated by product deliveries. Dash Hudson plays an instrumental role in identifying these moments, allowing Coterie to create content that genuinely strikes a chord with its audience. This focus on UGC showcases the brand's commitment to fostering meaningful connections and prioritizing community growth and engagement.

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I absolutely love Dash Hudson's top UGC feature. It's a fantastic snapshot for identifying strong engagement and sourcing potential collaborations. Having everything organized in one place has been a huge time saver, ensuring we work with partners whose content resonates with the parenting community.

Cheyenne Adler,
Senior Social Strategist at Coterie

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Utilizing Sentiment Analysis for Data-Driven Strategies

Coterie effectively utilizes Dash Hudson's sentiment analysis feature to gain a deeper understanding of its audience's reception to its content. A prime example is its collaboration with model and mother, Ashley Graham. The team initially launched a social-first campaign featuring raw and honest content, showcasing a genuine glimpse into Ashley's life as a parent. This campaign performed exceptionally well without any paid support, and by analyzing the comments and sentiment, Coterie was able to gauge the overwhelmingly positive impact of the campaign. In contrast, another campaign featured more highly produced content and was boosted with paid support, but didn't receive the same amount of positive sentiment as the content reached users unfamiliar with the brand. 

By comparing the sentiment and engagement of these two campaigns using Dash Hudson's insights, Coterie identified learnings to guide future content strategies. Using sentiment analysis, it continuously refines how it shows up on social based on data-driven insights and feedback, ensuring it remains agile and responsive to the ever-evolving social landscape. This approach has led to a staggering +700% increase in positive sentiment on Instagram and +470% on TikTok in the first four months of 2023.

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