TOMS Shoes Campaign

For my Public Relations class, I had to do a case study analysis on a recent PR campaign. Immediately, I thought of TOMS shoes. Before starting this assignmentI didn’t know much about the company besides the fact that when you purchase a pair of shoes, a pair also gets donated to a child in need. Well, that’s actually all there is to it. And like most people who know about TOMS shoes, I didn’t learn about this through a commercial or an advertisement, but I heard it from someone wearing the shoes. This is what makes TOMS shoes so unique and so innovative- there viral marketing. Their approach has sparked a “consumer evangelist” approach because not only do they purchase something for themselves, but by doing so, they are also providing a necessity to a child. Consumers are filled with a sense of pride when wearing their shoes, and they are compelled to tell everyone they meet about the significance of the shoes and the background of the company.

From “The Power of Word of Mouth Marketing”:


It’s real and immediate- real, live people telling other people in real time
It’s personal- not a pitch. The person knows you and is trying to be helpful
It’s honest. Three’s no commission, no connection. You’re more likely to believe
Its catching. People love to share a good idea or experience and other people like to listen. ( The only thing people like to share more than a good experience is a bad experience.)
it’s customer driven. The customer decides when he/she will talk/listen. It is not imposed”