“We immediately saw the signal,” Barekzai shared. “We went to our product team and said, ‘Hey, we think there’s something here. The comments on social are amazing. How can we take this and make it a product commitment?’”
What started as a limited release turned into a product opportunity. The team used social feedback to push for expansion into more holidays and other moments.
Listening is the strategy
The conversation closed with Barekzai suggesting a mindset shift. Instead of asking what to publish next, teams should focus on what audiences are already saying.
“When we stopped asking, ‘What should we post?’ and started asking, ‘What are people saying back to us?’ That led to creating that social intelligence loop, collaborating with other teams, and coming up with really fun ideas,” Barekzai said.
