We used RBH Radar to provide some data on the reactions prior and post the ‘Row over pushchair safety risks’ (Here on referred to as the incident).
In the week leading up to the incident, ‘Maclaren Pushchairs’ had received a total of 5 comments in the social sphere.
However, following their initial recall announcement, we saw an explosion of comments, totalling 411. An increase of 8,220%.
Sentiment prior to the incident was extremely positive, with subject reference around ‘Maclaren Pushchairs’ receiving 79% positive comments.
Post incident, ‘Maclaren Pushchairs’ saw negative sentiment by subject reference rise to a shocking 84%, an increase of 69%! With key topics of discussion including ‘pushchairs amputation’, ‘risk’, ‘safety scare’ and ‘recall’ all seeing negative sentiment.
Source’s of the backlash saw a fairly even split between Microblogs such as Twitter & Facebook and standard blogs, as consumers flocked to get their opinions heard, as Maclaren defended its decision not to announce a European recall of the pushchairs at the centre of the scare despite doing so in the US.
Maclaren have since changed their decision following increased pressure from consumers – later saying anyone can now have a hinge cover if they ask! Maybe in future Maclaren will think twice about discriminating consumers and avoid further damage to its brand and reputation!
