Screen Shot 2013-12-19 at 11.33.16 AMIn contrast to holiday campaigns featuring sparkles, snow, fireplaces, and reindeer, Bergdorf Goodman asked its Facebook followers and fans to post stories of the worst gifts they received. The post, which attempted to look at the humorous and not-so-magical side of the holidays, generated fewer likes than the average Bergdorf Goodman Facebook post, but more comments than others as more than 70 users shared their stories.

Many of the commenters expressed a grateful holiday spirit, saying no gift was ever a bad one. Other accounts were disturbing and humorous, such as a fur hat made out of a rabbit. The child was mortified on realizing where it came from. Many shared tales of stylish adults being insensitive to a child’s needs. One commenter received a briefcase from his father when he was six years old. Another cried when receiving a gold, sequined vest.

Ranked ninth and ‘Gifted’ in our 2013 Digital IQ Index: Department Stores, Bergdorf Goodman has a track record of innovative social media campaigns. It has the most followers on Google+ (where it shares posts from its 5th at 58th blog) than all Department Stores in our Index. Perhaps it’s the unexpected posts that keep the followers coming.

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