If you searched Google for Hallmark’s Jingle puppy after Christmas 2013, you’d find 2.5 star reviews on the first page of results, angry rants about it on Facebook, 20 scathing reviews on Amazon, and crying kids in YouTube videos. Woah, how did this all happen?
According to Camille Lauer, Hallmark’s Social Media Manager, it’s all because of an interactive toy puppy that responds to kids reading a book to him by barking and wagging his tail. It was a new thing for Hallmark, and that Christmas Jingle completely sold out. The problem: About 1,000 of those Jingle’s stopped barking, stopped wagging their tails, and broke a lot of kids’ hearts.
In Camille’s presentation at SocialMedia.org’s Brands-Only Summit, she explains how customers’ personal stories, social listening, and a lot of legwork helped Hallmark turn around this bad situation and earn back customers and positive word of mouth:
She also talks about:
- How the return process made things worse
- Why people in big companies have to fight for their customers
- How personalized cards helped win over the kids
Watch the full presentation in the video below:
Download Camille’s slides here.