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In the fast growing world of digital marketing, social listening is becoming pivotal for building and maintaining brand reputation.

In November, the “Stanley Mug” Tik Tok video became the best advertising campaign ever for the company.

And the recent response of The North Face to a customer complaint on TikTok is another example of how effective social listening can be in turning potential challenges into opportunities.

Let’s look at some key aspects of this latest Tik Tok buzzing event that your startup can learn from to boost online reputation.

The North Face Jacket incident

Jenn Jensen posted a video expressing her dissatisfaction with her North Face raincoat, claiming it failed to live up to its waterproof advertising.
She suggested that The North Face should redesign and deliver a new raincoat to her location in the New Zealand mountains.

The North Face’s listened to the complaint and crafted a very swift and creative response.
They made a follow-up TikTok video showcasing a representative delivering a new raincoat via helicopter directly to Jensen’s location. Their response turned it into a viral marketing moment.

Social Listening: a powerful marketing tool.

This comes to show the importance and the power of Social listening.
It involves actively monitoring social media channels for mentions of your brand, your product, or your competition, but it’s more than that.
It’s about understanding the sentiment behind the feedback and engaging in a way that resonates with your audience.
The North Face’s approach shows how powerful it is to transform a complaint into a positive narrative.

Turn Challenges into Opportunities

For startups, every customer interaction is an opportunity to reinforce the brand.
The North Face’s creative response showcased their willingness to go the extra mile and their focus on customer satisfaction.
Your Startup must embrace this approach to establish a strong brand presence in a competitive market.

Engagement and Storytelling: Secret sauce to viral Marketing

This incident is a compelling story – just like the Stanley Mug story – and not just a customer support resolution. It engages a broader audience and creates a memorable brand experience.
Craft stories that captivate and connect with your audience. Turn ordinary interactions into impactful narratives.

The North Face’s response fostered brand loyalty and advocacy.
This kind of experience can turn dissatisfied customers into brand ambassadors. And this is crucial for startups to grow a loyal customer base and enhance brand reputation.


The North Face’s Jacket story is a testament to the power of social listening.

Be proactive in monitoring and engaging on social media,
Be creative and turn negative feedback into positive brand experiences
Leverage storytelling in your marketing strategy.

With the right approach to social listening, and the right tools, your startup can boost its brand reputation, and foster customer loyalty online.

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