Once more fortune 500 companies realize "organic" social is the found...

Chili's, Chili's the fucking restaurant. A single TikTok, one that one lady did, not them, not the agency, not an influencer they paid, a human made one video about some triple cheese fucking thing they got. 40% of their Q3 revenue at Chili's is contributed to a single organic post on social media. For the first time in the history of marketing, the creative, if it's good, gets seen a lot with no media dollars. This industry for 50 years has spent good-ass media dollars amplifying shit-ass creative.