TOMS: One Day Without Shoes Campaign

TOMS, a commercial based company in Playa Del Ray, California, launched its commemorated, One Day Without Shoes Campaign back in 2015. This campaign sought to give a pair of shoes for each "bare foot" photo that was uploaded on Instagram using the hashtag #withoutshoes. Both customers and non customer could participate in this outreach campaign, and were inspired to spread the news. Over the course of 2 weeks, participants from all over the world were able to donate 296,243 shoes to children who were in need.

So how exactly did TOMS garner the collective support of a little under 300,000 people for this campaign in 2 weeks? Well, as mentioned above they used Instagram, but they also used all of their other social media outlets to get the message across. Also, they partnered with Clear Channel, to take over several digital billboards across the nation. Using all the sources available to them, resulted in an outcome that was beyond their expectations. Over 30 countries participated in the event and a total of 338,280 barefoot photos were received. Just imagine how many lives have been impacted by this campaign, many children who have never been able to wear shoes, can now run around freely in them.

Here is a short video describing the campaign in deeper detail.