Case Study: TOMS “One For One” Campaign

Founded in 2006, Blake Mycoskie created the TOMs company on the basis of giving back to individuals and communities in need. After taking witnessing the struggles of everyday live in certain communities in Argentina, he found it important to provide children with a pair of shoes who were less fortunate. TOMS currently works with over 100 giving partners in over 70 countries worldwide and has had an impact on more than 35 million individuals. The goals/objectives of this simple campaign has evolved over the years to address the health needs, education, and economic opportunities for individuals in communities around the entire world. As the company has expanded each and every year, so has their list of objectives. Currently, TOMS provides assistance to the categories of eyewear, bags, footwear, safe drinking water, safe birth and even coffee! Giving back to the community is the basis of TOMS and the “One for One” campaign solidifies the belief of improving people’s lives through business.

The message of this business is simple: By purchasing a pair of TOMs shoes, you as a consumer can help improve the lives of someone else in need.  The company has turned into more of a movement that creates better living conditions for individuals in need, specifically children. Even with a business-like approach, the company TOMS seems to provide a message that revolves around going above and beyond their sales for the greater good of different communities.

TOM’s primary audience is targeted at 18 to 25 year olds.  This age group is loyal to the brand and is attracted to them for their comfortable, stylish, and affordable footwear.  The shoes cost range from $44-$68 dollars, depending on the style, which is comparable to Converse.  The most popular and classic style is $44 however. This particular audience is found to be living in the United States, have graduated either high school or college, and or employed.  Most buyers tend to be interested in music, helping others, and being involved in many activities.

Their secondary audience pertains to men and women who are 25 to 34 years old.  Again, they have a high school or college degree and are in the middle to upper class. Due to this, they are more able to spend money freely and buy multiple pairs of TOMS. This ties into the marketing of TOMS. Once a customer recognizes the impact they are making on a child’s life, they will want to help even more.


Unlike almost all companies, TOMS does not have an advertising budget.  They tend to focus more on mission and long term vision.  They attract buyers through design contests, traveling to colleges, and shoe drops, which are mostly in California that give away a TOMS $50 gift bag, stickers and flyers for events.

The tactics and other marketing strategies that TOMS uses differs from numerous businesses. TOMS creates a campaign that benefits all those involved. Not only does the consumer receive their desired purchase but a child in need is also provided with the product. By partnering up with Giving Partners, TOMS is able to reach millions of people in need. These strong partnerships are extremely beneficial as they work together in order to achieve success.

Though the company is mostly known for their shoes, TOMS offers a wide variety of products such as eyewear, bags, and coffee. Again, with any of these purchases another individual will benefit. What is interesting about TOMS is that they assure to cover every costs that is made when transporting and distributing the goods. The final step the company makes is to follow up on the impact they have made globally. Merely by hearing, reading, and seeing all the work TOMS does, it become clear to understand why they stand out amongst other companies.

Overall, TOMS has not only had an enormous amount of success but it has also supported children all over the world. TOMS has given over 45 million pairs of new shoes to those in need and continues to help others due to the One for One campaign (“Giving Shoes”). TOMS is a prime example which shows that businesses and other organizations have the power to make a difference in the world.



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