When I first encountered TOMS shoes 2 years ago, I was unaware of the one for one movement. I agree with Diou that consumers are more willing to purchase the pricey shoes knowing that they are doing a good deed.
TOMS does a very good job in allowing consumers to build an emotional connection with the brand. On their official website, there is a list of three reasons why shoes are so important for children. Other than the obvious danger aspect, I was unaware that children are not allowed to go to school without shoes. Educating the market is often a great way for marketers to start off.
After watching their one for one movement video and seeing so many children receiving their shoes, it encourages me purchase a pair for myself. The movement makes consumers feel empowered when they know that a simple purchase can help change a child’s life. With a little more browsing and curiosity, I came across the one day without shoes video. This outlines how TOMS does an amazing job in creating awareness and establishing the emotional connection for consumers. They have a campaign for people to personally experience one day without shoes. This reminds me a lot of the 5 days for the homeless experience that UBC launches.
Are you familiar with Confucius’ quote?
“I hear and I forget. I see and I remember. I do and I understand.”