The outdoor clothing and gear company NorthFace responded instantly to a viral video of a hiker whose supposedly waterproof raincoat was completely soaked through, turning a potential PR crisis into a viral win
Here is an example of how important online damage control is, even if it just started and may fizzle away quickly. American hiker Jennifer Janson uploaded a Tik-Tok video from a trek in New-Zealand sharing her disappointment with her “waterproof” NorthFace rain jacket that failed her during a downpour on a mountain climb. “I don’t want a refund, I want you to redesign this raincoat and make it waterproof, and express-deliver it up to the top of Hooker valley lake in New Zealand where I will be waiting”. NorthFace took her demand literally, sending a helicopter with a new raincoat directly to Janson. Was it a stunt? who knows. but this lightspeed response was pretty darn fabulous.