For years, TOMS was known for pioneering the “One for One” impact model: a pair of new shoes for every pair sold. This simple and clear purpose became synonymous with TOMS’ brand identity.
When TOMS evolved its giving strategy, though, it became a bit more difficult to convey. The company was now committing a third of its profits for good – including helping support organizations making meaningful mental health strides in their communities. Along with a new call to action, “Wear Good,” this evolved model could not fit as neatly into an easily understandable soundbite.
With a limited budget, TOMS needed a way to effectively convey the new message to audiences. That’s where Tinuiti came in.
How We Did It
Freed up by the new medium, the campaign gave their new, deeper messaging room to breathe – and it resonated. With rich storytelling and engaging visuals, viewers could easily understand the positive impact of buying and wearing TOMS.
Within just two weeks, the campaign generated more than 600 branded searches, prompting Tinuiti to add STV retargeting to the core DSP plan. By re-engaging viewers on different platforms, we more effectively guided customers through the funnel, resulting in a marked increase in new-to-brand purchases and a one-third increase in total product sales by the campaign’s end.