Footwear brand TOMS Shoes is well-known for its social good efforts, and the brand recently put together a challenge campaign that prompts consumers to share barefoot pictures of their feet on social media using the caption #withoutshoes. For every pictured shared, the brand promises to donate a pair of its canvas shoes to children in need. The campaign is part of the yearly TOMS One Day project that aims to provide children living in poverty with footwear.
The campaign is launched through social media and it capitalizes on the popularity of taking photos of one's feet in different settings. This makes the campaign user-friendly, allowing consumers to play around with layout and style to suit their own feeds. TOMS aims to send 100,000 shoes in total to 10 different third world countries.
Charitable Barefoot Campaigns
The TOMS #withoutshoes Donate Shoes for Each Posted Foot Picture
Trend Themes
1. Social Good Campaigns - Disruptive innovation opportunity: Explore new ways to leverage social media and user-generated content to promote charitable initiatives.
2. User-generated Content - Disruptive innovation opportunity: Develop platforms and tools that enable brands to harness the power of user-generated content for social causes.
3. Poverty Alleviation - Disruptive innovation opportunity: Create innovative solutions and products to address the footwear needs of children living in poverty.
Industry Implications
1. Footwear Industry - Disruptive innovation opportunity: Redesign footwear production processes to make them more sustainable and accessible for children in need.
2. Social Media Industry - Disruptive innovation opportunity: Develop social media platforms or features that focus specifically on driving charitable contributions and social impact.
3. Nonprofit Industry - Disruptive innovation opportunity: Adopt technology-driven strategies to scale charitable efforts and improve efficiency in providing aid to those in need.