When it comes to social listening & response, a lot of brands still, to this day, flat-out get it wrong. However, when the public glommed onto a meme about Reese’s special Christmas Tree-shaped candy looking more like poop, we responded for the brand with a simple #AllTreesAreBeautiful, which struck an emotional chord that played beautifully at a time when people were fighting back against body shaming. The public ate it up and sales of the product went through the roof during the holiday season.