How Depend Cosmetics uses All Ears to never miss a spoken mention
In today’s fast-moving media landscape, beauty brands are at the center of conversations across tiktok, podcasts, youtube, and beyond. But what happens when those valuable mentions go unnoticed? For Depend Cosmetics, a leading Nordic beauty brand specializing in nail care, tracking organic mentions was a challenge.
We spoke with Beatrice Gull, PR Manager at Depend, about how All Ears gave them real-time visibility into influencer mentions, proof of PR impact, and stronger data-driven decisions.
Industry: Beauty & retail
Founded: 1952
Location: Across The Nordics
Company size: 130+
‘‘All Ears is Depend’s ears in the media noise. It ensures we never miss a mention, helps us prove the value of PR, and strengthens our brand strategy.’’
Challenges: The need for a smarter PR monitoring solution
Before using All Ears, Depend Cosmetics faced several challenges in tracking brand visibility and PR impact across different media platforms. Their previous tools were limited to text-based monitoring, which meant they were missing critical conversations in spoken media.
Limited media monitoring capabilities – Traditional media monitoring tools only captured text-based mentions, missing critical conversations in podcasts, TikTok, and other spoken media.
Measuring PR value – The team needed concrete data to demonstrate the impact of their PR efforts and justify marketing investments to executives.
Tracking organic mentions – With a strong focus on earned media rather than paid partnerships, Depend required a reliable way to measure influencer engagement without direct sponsorships.
“The best PR happens when an influencer genuinely loves our product and tells their friends. Now, we can see those moments in real time and amplify them.”
Solution: AI-powered media monitoring for complete PR visibility
To address these challenges, Depend Cosmetics integrated All Ears into its daily PR and marketing workflow. The platform enables the team to track media coverage in real time, measure PR value, and enhance influencer engagement - all from a single dashboard.
Daily media monitoring & alerts: Every morning, Depend’s PR team receives an automated email summarizing brand mentions from the past 24 hours. This helps them stay updated on influencer content, press coverage, and customer conversations which allows them to respond quickly and engage strategically.
Proving PR value with data: After they started using All Ears, Depend now tracks and quantifies the earned media value of its PR efforts. This data is seamlessly integrated into internal reports, providing leadership with clear insights into PR impact. The result? Enhanced transparency and a compelling case for the value of PR initiatives.
Supporting market expansion and optimizing social media engagement: As Depend grows in the Nordics, they now get the input they need to provide insights into regional influencers, PR coverage, and customer sentiment, helping tailor messaging and build a localized brand identity. It also tracks organic brand mentions, enabling Depend to strengthen influencer relationships and enhance social media engagement authentically.
‘‘The entire platform is simple to understand, visually appealing, and intuitive. The clear layout makes it easy to track our PR mentions without getting lost in complex data.’’
Benefits: A more strategic & data-driven PR approach
With the help of All Ears, Depend Cosmetics now saves time, strengthens influencer relationships, and makes faster PR decisions. Real-time alerts allow the team to quickly engage with media mentions, send PR packages at the right moment, and respond proactively to brand conversations. Here is the benefits they have noticed since they started using All Ears:
Stronger PR reporting: Depend now quantifies its PR impact, making it easier to secure budget and buy-in for organic PR strategies.
Improved brand awareness monitoring: The team no longer misses key conversations happening in podcasts, TikTok, and other spoken media. With daily updates, Depend can engage with influencers, journalists, and customers more efficiently.
More informed marketing decisions: All Ears data helps Depend decide where to invest in PR, which influencers to engage with, and how to optimize content strategies.