Social media works best when there is two-way communication between your audience and the brand. Most companies don’t focus much on this, resulting in low engagement on their posts and losing the chance of building a strong connection with online users.
Not only this, but the way brands respond to complaints online tells a lot about the mindset that they operate with. Recently, American outdoor recreation products company The North Face has created a whole lot of buzz on social media for their quick and impressive approach to a viral TikTok video.
The video shows a woman named Janne complaining about the waterproof jacket and the claims that the brand makes. She didn’t ask for a refund but challenged the brand to redesign this raincoat and do an express delivery up to the top of Hooker Valley Lake in New Zealand.
Response by The North Face
After the video went viral on TikTok, The North Face made a smart move by actually delivering what she wanted, filming their response, and posting it on social media. The video shows a person taking a jacket from the brand’s store and going in a helicopter to deliver it to the customer.
Amanda Goetz has perfectly narrated the whole event on platform ‘X’. She even explained how the brand got a massive reach from the response.
Another day, another viral TikTok with incredible brand response.
This woman bought a rain jacket from @thenorthface and was hiking in the rain in Australia where she complained she was absolutely soaked despite the rain jacket saying it was waterproof.
Meet me… pic.twitter.com/dqsagkbF2O
— Amanda Goetz (@AmandaMGoetz) November 29, 2023
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