Social Listening Done Right

Every parent has those moments where they wish they had a second set of hands.

For TikTok user and new mom @LifeWithShanelle, that frustrating moment came with every diaper change. She posted a video venting that Pampers baby wipes were nearly impossible to pull out one‑handed, tagging the brand and challenging “anyone at the company” to prove it could be done.

The video struck a chord with her audience, racking up views and a flood of sympathetic comments from parents who’d been there.

Pampers never responded. But another brand spoke up.

Rascals, a smaller competitor, saw their opening. The response was simple but effective: a short TikTok filmed right in their office, showing employees effortlessly pulling Rascals wipes one-handed, cradling stuffed animals as stand-in babies. No big budget, no big production — just a cheeky, authentic demo of their product.

Wipes for the Win

The post took off. Suddenly, the conversation wasn’t about Pampers’ problem — it was about Rascals’ response. They took it a step further by sending a care package to the original creator, earning several happy follow-up videos from her — along with thousands more views, comments, and enthusiastic mentions from the parenting community.

Social listening isn’t just about risk management — it’s about opportunity.

Too often, brands think of social monitoring as a tool for damage control or a way to catch complaints. But the bigger value comes from spotting conversations around your category and acting on the opportunities as they arise. Rascals tuned in to the parenting pain points Pampers missed, and they were ready to move fast.