Client: TOMS Shoes
Solution: Multi Screen Campaign
TOMS shoes donate a pair of shoes to a child in need for every pair they sell in store. Their main brand awareness tool is the One Day Without Shoes event. To drive registrations for ODWS, TOMS Shoes partnered with Microsoft Advertising. TOMS knew that reaching its target audience, young adults, 18-34, was no easy task, especially when those consumers are splitting their time across numerous websites, as well as electronic devices, such as their PCs, TVs, and mobile phones. A multi screen campaign addressed this need, and humorous, yet poignant creative executions; urged people to imagine how different their lives would be without shoes. Due to Microsoft’s huge audience, TOMS were able to reach over 55% of all online US residents aged 18-34.