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Library/Campaign/The North Face helicopter jacket delivery
Grade B20 sourcesHIS-00758

The North Face helicopter jacket delivery

Campaign · 2023 · Niche

38Editable slideCertificate

A helicopter jacket delivery reached 20.7 million views on an independent X post.

Original · The North Face; filmed by Sophie Piearcey, featuring brand athlete Jossi Wells

Amanda Goetz

@AmandaMGoetz · Nov 29, 2023

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. Her request? Meet me

63.2K2.2K
Post · @AmandaMGoetz on X

Amanda Goetz

@AmandaMGoetz · Nov 29, 2023

My only feedback: they should have stitched her original video to get more views. Her video: 10.3 M Their video: 3.8 M 7 M people are still waiting for closure.

9.5K35
Post · @AmandaMGoetz on X
Clip · @fannypack310 on TikTok

annie-mai

@anniemaisocial · Nov 29, 2023

feels much more staged and it's convenient timing after the Stanley response! also, the OG video makes North Face sound like an awful brand to buy as it can't even keep you dry when it's raining 💀 - so why would she want a new one if... it doesn't keep you dry? seems a lil

3K51
Post · @anniemaisocial on X
Clip · @fannypack310 on TikTok

Amanda Goetz

@AmandaMGoetz · Nov 29, 2023

Other follow up: The brand video was obviously staged. They needed to contact her, arrange a time to meet and produce the video. The coordination, speed and budget that takes to execute is still worthy of props!

7.7K97
Post · @AmandaMGoetz on X
Replying to @Timbrodini We were busy express delivering @Jenn her jacket at the top of mountain. Thanks for the help Jossi!
@thenorthface on TikTok
@thenorthface i’m not mad i’m disappointed …and wet
@fannypack310 on TikTok
Replying to @rzamz @thenorthface made it out of my burn book
@fannypack310 on TikTok
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…
@AmandaMGoetz on X
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…
@AmandaMGoetz on X
The North Face Broke the Internet.
LinkedIn / Cole Heilborn
How North Face Delivered a Jacket in a Helicopter | Tim Lewko posted on the topic | LinkedIn
Advnture
The 2026 Social Playbook: 5 Outdoor Brands Winning with Community & Content | Popfly Insights
Popfly / Maren Hamilton
Radical Content
Radical Content / Apple Podcasts
The Creative Gamble: Taking a Chance and Going Viral with The North Face
Digital Summit / Maren Hamilton
The North Face Flies-In Jacket To Furious Hiker In The Marketing Save Of 2023
B&T
The North Face buigt TikTok-video van ontevreden klant op geniale wijze om tot virale marketingstunt
Adformatie
Блогерка промокла до нитки в куртке The North Face. Бренд прислал ей в горы другую вертолетом
Afisha Daily

Spread Score

How it works
Reach33Contagion20Breadth20Velocity100Longevity3738

Numbers

Goetz X post, live public view counter
20.7M
As of Oct 14, 2026 · X · X / Amanda Goetz
Peak date
Week of Dec 4, 2023
Nov 21 ’23 to Week of Dec 4, 2023
Platforms
5
Started on TikTok
Origin
Stunt
Fashion & accessories

Mechanics

  • Real-world spectaclePrimary
  • Controversy
  • Platform jump
  • Press loop
  • Pairing

How it spread

Trace the origin

Jenn Jensen’s rain-jacket complaint preceded a scripted helicopter delivery by The North Face. The brand’s TikTok spread to LinkedIn, X and press. Praise for its response competed with questions about staging and waterproofing.

Dates use the stated precision; chart positions are date anchors.

Google searchesOct ’23DecMay ’24OctMay ’25SepFeb ’26AprJunSepNovPeakTikTokOpen webXPressAudio
TikTokOpen webXPressAudio

13 more events on this chart

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Timeline (16)

  1. November 2023

    @fannypack310 precursor · Nov 17 ’23

    Jenn Jensen complained that her North Face rain jacket had left her soaked on a New Zealand hike.[1][10]

    @thenorthface i’m not mad i’m disappointed …and wet
    Open the first post ↗

  2. @fannypack310 precursor · Nov 21 ’23

    Jensen posted her helicopter-trip update at 10:27 UTC, before the final brand video appeared.[2]

    Replying to @rzamz @thenorthface made it out of my burn book

  3. @thenorthface seed · Nov 21 ’23

    The North Face posted its helicopter delivery video at 14:42 UTC, replying to @Timbrodini.[3]

    Replying to @Timbrodini We were busy express delivering @Jenn her jacket at the top of mountain. Thanks for the help Jossi!
Changelogupdated Oct 14 ’26
  1. 2026-10-14Added: 16 events, 20 sources · Score 38 · Fact-check passed (36 claims)
Origin
Stunt
Sector
Fashion & accessories
Region
NZ
Goetz X post, live public view counter
20.7M
As of Oct 14, 2026 · X · X / Amanda Goetz
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesOct ’23DecMay ’24OctMay ’25SepFeb ’26AprJunSepNovPeakTikTokOpen webXPressAudio
TikTokOpen webXPressAudio

13 more events on this chart

Join free to see them

  1. November 2023

    @fannypack310 precursor · Nov 17 ’23

    Jenn Jensen complained that her North Face rain jacket had left her soaked on a New Zealand hike.[1][10]

    @thenorthface i’m not mad i’m disappointed …and wet
    Open the first post ↗

  2. @fannypack310 precursor · Nov 21 ’23

    Jensen posted her helicopter-trip update at 10:27 UTC, before the final brand video appeared.[2]

    Replying to @rzamz @thenorthface made it out of my burn book

  3. @thenorthface seed · Nov 21 ’23

    The North Face posted its helicopter delivery video at 14:42 UTC, replying to @Timbrodini.[3]

    Replying to @Timbrodini We were busy express delivering @Jenn her jacket at the top of mountain. Thanks for the help Jossi!

  1. platform jump · Nov 22 ’23

  2. platform jump · Nov 29 ’23

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Why it worked

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