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An interesting text message from a co-worker draws Brent Waible\u2019s attention to a notification he received earlier \u2014 it\u2019s a spike alert from Emplifi notifying Waible that something is happening on Twitter. Many people are interacting, and the topic is Hardee\u2019s\u00ae. A prominent CEO of a pillow manufacturing company, is having their smartphone confiscated in the parking lot of a Hardee\u2019s\u00ae restaurant.<\/p>\n<p>Brent Waible works as a Senior Media Manager at CKE Restaurants Inc., a privately held company that runs and operates Carl\u2019s Jr.\u00ae and Hardee\u2019s\u00ae, two well-known regional brands known for innovative menu items such as 100% Black Angus Thickburgers\u00ae and Made from Scratch\u2122 Biscuits. For the past two years, he has taken on the role of overseeing the brand\u2019s owned social channels.<\/p>\n<h2>The pillowy biscuits Tweet<\/h2>\n<p>With Emplifi having the <a href=\"https:\/\/emplifi.io\/product\/social-listening\/\">social listening solution<\/a> turned on and properly configured, the team was provided with real-time insights and gave them enough time to act quickly.<\/p>\n"},{"acf_fc_layout":"quote","quote":"We were notified afterhours via spike alert, which drew our attention to the conversation and allowed us to come up with the approach to lean into the conversation\u2026we got some internal alignment on it and decided to act in the morning...we were then able to capitalize on that.","quote_author":"Brent Waible","quote_author_description":"Senior Media Manager at CKE Restaurants, Hardee\u2019s & Carl\u2019s Jr"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>The team posted a first tweet saying: \u00ab\u00a0Now that you know we exist, you should really try our pillowy biscuits\u00a0\u00bb \u2014 a reference to what the person involved in the aforementioned incident is known for to the public.<\/p>\n<p>&nbsp;<\/p>\n<div>\n<div class=\"twitter-tweet twitter-tweet-rendered\"><iframe id=\"twitter-widget-0\" class=\"\" title=\"X Post\" src=\"https:\/\/platform.twitter.com\/embed\/Tweet.html?creatorScreenName=Emplifi&amp;dnt=false&amp;embedId=twitter-widget-0&amp;features=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%3D%3D&amp;frame=false&amp;hideCard=false&amp;hideThread=false&amp;id=1570035665340960770&amp;lang=en&amp;origin=https%3A%2F%2Femplifistg.wpenginepowered.com%2Fcustomers%2Fhardees-success&amp;sessionId=7112faca4dc962a6316c4298020e2a7a767a1e51&amp;theme=light&amp;widgetsVersion=2615f7e52b7e0%3A1702314776716&amp;width=550px\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-tweet-id=\"1570035665340960770\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div>\n<p>\u00ab\u00a0It turned out to be a win-win on all ends; so definitely a good opportunity and it didn&rsquo;t come across as politically charged,\u00a0\u00bb he added.<\/p>\n<p>As a result of the team\u2019s timing and reaction to the spike alert set up in the Emplifi suite, Hardee\u2019s\u00ae grew its followers base of 8K and recorded 8+ million impressions as well as almost 18K retweets.<\/p>\n<h2>From Twitter to their restaurants<\/h2>\n<p>Riding the momentum, the group then collaborated with the loyalty team and came up with a subsequent tweet to generate conversion and turn that digital spike and engagement into action in the physical world. In other words, welcoming people to Hardee\u2019s\u00ae restaurants to have a real taste of those aforementioned pillowy biscuits. 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