How Sproud turns spoken conversations into data-backed insights

Sproud, is a a plant-based brand known for its climate-friendly pea-based milk alternatives, now available in nearly 30 markets. With a strong presence in Sweden, the UK, and Switzerland, Sproud’s marketing strategy centers on organic social media, PR campaigns, and influencer partnerships.

We caught up with Hanna Palmström, Brand Activation Executive at Sproud, who shared how All Ears helps them tune in to the moments that matter.

Industry: Food & Beverages

Founded: 2018

Global presence: Available in over 30 countries, including the Nordics, Europe, the US, Canada, and Asia

The challenge: Staying ahead in a fast-paced social media landscape

Before adopting All Ears, Sproud’s media monitoring was limited to written mentions. But as more conversations shifted to spoken platforms like TikTok, YouTube, and podcasts, it became clear they were missing a major part of the picture.

After all, how often do people actually tag a brand when they talk about it out loud?

Sproud was being mentioned organically, but without a written handle or hashtag to track, those conversations went undetected. This made it nearly impossible to measure PR impact or stay on top of emerging trends.

Three key challenges stood out:

• Untagged spoken mentions on TikTok, YouTube, and podcasts were flying under the radar

• There was no structured way to track the PR impact of influencer campaigns and collaborations

• Limited visibility into trends made it hard to adapt messaging in time

“All Ears has saved us countless hours and made it easier than ever to track PR value, follow industry trends, and prove the success of our campaigns. It’s an essential tool for any brand serious about spoken media monitoring.’’’

— Hanna Palmström, Brand Activation Executive, Sproud

The solution: Capturing every spoken conversation

Sproud turned to All Ears with a clear goal: to gain better visibility into organic brand conversations happening across spoken media, the kind that rarely comes with a tag.

By monitoring mentions in real time on platforms like TikTok, YouTube, and podcasts, All Ears made it possible to uncover previously missed spoken references, track PR performance, and stay ahead of fast-moving trends in their category.

With these real-time insights, Sproud could confidently refine their messaging, understand what was resonating, and make quicker, more informed marketing decisions, without the manual tracking or guesswork.

“The flexibility of All Ears is fantastic. We can instantly set up tracking for anything, from influencer collaborations to industry trends, and get real-time insights without the manual work.”

The impact: Smarter insights for a stronger strategy

With All Ears, Hanna explains, Sproud has transformed how they track brand conversations, measure PR success, and anticipate market trends. Instead of guessing where spoken mentions might appear or spending hours manually trying to find them, the team now receives real-time insights that sharpen their messaging, streamline their campaigns and, help them stay ahead of changing consumer behavior.

Measuring PR value

Today, Sproud is able to quantify the PR value of their collaborations and product launches. When they partnered with Maya Jama, a prominent UK personality, they could track the organic buzz in real time. This not only helped prove the campaign’s impact but also uncovered new angles for ongoing PR outreach and media coverage.

Using social listening for market research

Social listening with All Ears goes far beyond just monitoring Sproud’s own spoken mentions. The team actively tracks category-wide conversations, listening to how people talk about plant-based products, sustainability, taste, and lifestyle trends.

These insights help them better understand evolving consumer needs, spot whitespace in the market, and adapt their positioning accordingly. It’s become a valuable market research tool that informs product strategy, messaging, and innovation efforts.

Identifying trends early

Sproud can monitor how industry conversations evolve over time and quickly identify what’s gaining traction, whether it’s shifts in consumer sentiment, new ingredients, or cultural moments that affect buying behavior. With this foresight, they’re able to proactively adjust messaging and campaigns, staying ahead of conversations instead of reacting to them too late.

The outcome: Every word counts

With All Ears, Sproud has unlocked a new level of visibility into how, and where, people talk about their brand. What used to slip through the cracks is now captured in real time, across podcasts, TikTok, and YouTube.

Gone are the days of manual tracking and missed moments. Instead, the team can focus on what matters: making faster, sharper decisions grounded in real conversations.

“All Ears gives us an incredible advantage. The platform is easy to use, saves us time, and helps us track the conversations that matter most.”

Want to do like Sproud and stay on top of what’s being said about your brand?

Book a demo today and discover how All Ears helps you track mentions in podcasts, YouTube, and TikTok – in real time, without manual work.