The Shorty Awards honor the best of social media and digital. View this season's finalists!

The North Face Turns Viral Customer Video Into Community Management Win

Finalist in Community Management


The North Face stands by our products, so when Jenn Jenson’s TikTok went viral and she unexpectedly asked us to meet her at the top of Hooker Valley Lake in New Zealand, we sprung into action.

We’re a consumer-centric brand, so our social media team spends a lot of time on TikTok listening to and engaging with our community. We see our community managers as the digital version of our store guides; helping our customers have a great experience in the outdoors is always our priority.

We value community management as a way to connect authentically with our consumers and build brand love.


After we saw Jenn’s original TikTok, we connected with her via TikTok DMs. She let us know she would be in the Queenstown area for only a few more days so we needed to act quickly. We hopped on a call to see how we could help her out and we’re grateful she was willing to have some fun with us on social!

Our first priority was always to create a memorable, brand-right experience for Jenn so we started there. Once we had that locked in, we began to think through how we could capture some of the experience to share on TikTok. It was a collaborative effort; from bringing on local The North Face athlete Jossi Wells to hand deliver the jacket to sourcing a Kiwi content creator to capture it all. 


Our response video has made the rounds across the internet, surpassing over 30M impressions around the world. The community response has been primarily positive with many highlighting the level of customer service, giving props to the marketing team for their quick response and saying the video made them choose our gear.

Most importantly, we listened and responded quickly to our customer in a way that builds brand love.


Video for The North Face Turns Viral Customer Video Into Community Management Win

Entrant Company / Organization Name

The North Face


Entry Credits