Cara Mitchell

April 17, 2009

Good PR: TOMS Shoes

Filed under: PR Examples — by caramitchell @ 5:43 pm
Tags: , , ,

The TOMS Shoes movement has been going on since 2006, and some recent great PR strategies are making people more aware of this important cause.

It works like this: You buy a pair of shoes from TOMS and they donate a pair of shoes to a child in need. The focus is on shoes because it’s a fact that “the leading cause of disease in developing countries is soil-transmitted parasites which penetrate the skin through open sores.”

Good PR:

This month TOMS Shoes used the pseudoevent tactic to raise awareness for this cause. On April 16th TOMS launched “One Day Without Shoes” where people everywhere are challenged to go barefoot to spread the word about TOMS and what it’s doing to help children in developing countries.

I learned about TOMS through an event for “One Day Without Shoes” on Facebook. I went to the Web site and Facebook is promoted as a way to ‘pledge your support’. Universities all over the country, including Clemson University, are listed on the TOMS site as having a “One Day Without Shoes” event.

Also, this month I began seeing an AT&T commercial featuring TOMS Shoes.

“One Day Without Shoes” was definitely a fun and creative way to raise awareness for TOMS.

So if you like shoe shopping, or even if you don’t 😉 take a look at what TOMS has to offer.


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