Toms interactive social media campaign comes to a close

Los Angeles - Earlier this month, Toms launched a social media campaign with a goal of reaching 1 million pairs of shoes to donate to those in need. The SoCal-based company’s initiative started May 5 and comes to an end this week on May 21.

The social campaign started by using Instagram as its digital outlet. For each photograph of bare feet uploaded onto the social media outlet with a #withoutshoes tag, the company agreed to donate a pair of shoes to a child in need. Each sale helps Tom to provide shoes, sight, water, safer birth services to people in need. So far, the duration of the campaign has provided mixed reviews.

Some of the reviews are partially negative. The DePaulia covered Tom’s new initiative with how recent critics have been reacting to the campaign. Although the company provides shoes to less fortunate residents in other countries, it may not be the best solution in helping poverty issues. “Many people in the philanthropy world say that donating shoes might not be the best way to help poor communities; it might even harm them,” Mike Montgomery, Forbes contributor, told the publication.

Toms initiative gains friction with mixed reviews

Also, some critics point out that going barefoot for a minimal amount of time for a photo may not send the intended message of the campaign. Although the “bare feet” initiative is meant to bring focus to those in developing countries that are in need, the message isn’t necessarily clear. The act of taking the photograph doesn’t necessarily produce immediate results of educating customers on the matter at hand.

However, the initiative has also resulted in positive reactions. Since the beginning of Tom’s shoewear, the company has had its “One for One” humanitarian initiative in which each shoe purchased results in a donation to a child in need. Their “One Day Without Shoes” awareness day linked to the social campaign, has proved to be beneficial towards raising alertness on reaching out to help other countries. Through their bold campaigns, Toms has influenced other companies to join in on the philanthropic pursuit. A little under a year ago, the brand joined forces with Target to produce a product line in which charitable donations will also be made. Last year, Fundación Paraguaya, a local nonprofit, also teamed with Toms to distribute shoes as part of their organization. The company provides clients with childrens’ shoes in exchange for proof of their child’s vaccinations, using Toms’ shoes to help empower children and families to get the care they need.

Toms social media campaign hits over 221,400 posts

Also, the campaign has gained widespread recognition. The initiative has involved audiences globally and reached thousands of social media users. On Instagram so far, the prompted #withoutshoes hashtag has over 221,400 posts. According to the initiative, Toms will have to donate an equivalent amount of shoes. Although the goal of one million shoes was not reached (there are two days left in the campaign), the overall message has clearly struck a chord with audiences. Even more so, as millennials account for the majority percentage of Instagram users, the company has figured out an engaging way to reach out to its customers. The campaign has led users to actively participate in the company’s charitable pursuits.

The footwear company, based in Playa Del Rey, has been established since 2006 by founder Blake Mycoskie. The for-profit company, most notably recognized for its shoewear, also sells accessories such as eyewear, bags, and coffee. So far, the company has given over 35 million pairs of shoes to children in need. Since the launch of eyewear products, Toms has helped to restore sight for those in need by providing prescription glasses, medical treatment, and/or surgery. Each sold product of the company results in a charitable way to give back to communities in need. Toms currently is carried in over 500 retailers throughout the world. The brand celebrates its ninth anniversary with the fundraising #withoutshoes project. The initiative ends this Thursday on May 21, dubbed as the company’s annual event, “One Day Without Shoes.”