TOMS is famous for their do good approach to business. With every pair of TOMS shoes purchased, TOMS donates a pair of shoes to a child in need across the globe. The company has given out over 10 million pairs of shoes since 2006. But TOMS hasn’t stopped there..
On October 10th, TOMS launched a campaign for World Sight Day. They produced a limited pair of TOMS branded sunglasses, and for each pair purchased, TOMS would provide eye-care to a person in need. This could be through providing prescription glasses, medical treatment and even sight-saving surgery! TOMS challenged people to show their support and raise awareness for the visually impaired by “Being Shady”. People were encouraged to wear their shades in an unusual setting (e.g. in the mall, at the gym) and then share their photo via social media using the hashtag #BeShady.
I love the TOMS brand and their business model. I think they effectively use unique guerrilla marketing techniques, such as this campaign, and the “A Day Without Shoes” campaign to engage consumers. However, many people criticize that its “raising awareness” campaigns are merely just marketing ploys to raise the awareness of TOMS, and the “Buy one Get one” model actually fails to give people what they really need.
Have you ever purchased a pair of TOMS shoes? Was the “Buy One Get One” model one of the deciding factors of your purchase?
Would you participate in the #BeShady campaign on social media?