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They then used an app to determine which of the posters are unique each day.
The way in which they ran the campaign, getting people to post photos, grew the potential reach of their campaign.
They also created a designated hashtag, #withoutshoes, so that the posts could be tracked and found. Giving a deadline for posting pictures, created a sense of urgency for people to post pictures.
By being open, critical and asking their partners for feedback has played a major role in developing the brand.
They continuously keep an eye on the challenges their partners face.
The strong relationships they have internally and externally enable them to realize this model.
A dedicated team and working with many partners is key.What started with an action to help one community, turned into a bigger idea: a business plan to enable consumers to help people in need, through an everyday purchase.For every pair of shoes purchased, TOMS (Tomorrow Shoes) would give a pair to a child in need. For TOMS, giving is at the heart of everything they do.After the campaign ended, the company had donated 296 243 pairs of shoes in addition to their regular donations based on purchases.One thing to note, was they they only donate shoes for each unique person that posted a picture.Now, TOMS is offering multiple types of Giving Shoes for varying needs.Think of winter boots for children in Nepal and school shoes that fit the criteria for school uniforms in India! The brand was initiated to start helping out one community.At TOMS, social impact, meaningful branding and building a successful business all come together, but not without challenges and obstacles.Toms chose to use Instagram as the platform for this campaign.Instagram currently has more users then Twitter and Instagram posts tend to create more interactions then Twitter.