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How Twitter turned against Moonpig after it broke its Mother's Day delivery guarantee

Moonpig earlier this week came under fire after a substantial number of social media users directly took to the platform to complain that their Mother’s Day gifts hadn’t arrived on time.

The personalised greetings card website failed to deliver on a promise, made in a national TV advert, that all orders received 14:00 on 3 March would be delivered by courier on Sunday.

Social media analytics firm Brandwatch analysed the Twitter sentiment towards the brand, before and after the gaffe. It helped visualise how a broken promise can damage a brand.

In the week leading up to the 7 March, the brand received 6,477 mentions. These steadily increased as Mother’s Day grew closer, from 2 March (146), 3 March (238), 4 March (254) and 5 March (584). On Sunday, the mentions exploded to 1696, surpassed on Monday by 3448.

The mentions skyrocketed as did the negative sentiment, with complaints making up the vast majority of tweets.

Men were in the slight majority of complainees.

At the time, Moonpig told The Drum: "We've been working hard to put things right and by the end of Mother's Day almost all orders have been delivered. We hope our customers accept our sincere apologies.”

John McCarthy

I'm a reporter and presenter, into tech, sport, gaming and great ideas. Breaking news is my game although I love looking into the weird trends in marketing and advertising.

I drink tea.

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