toms concept work
DESCRIPTION
idea for how to move the needle on the TOMs brand experience to stay one step ahead of competitors and similar marketing effortsTRANSCRIPT
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A Case Study: TOMS tomorrow
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simple design + comfort
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It’s not about the shoes.
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ONE FOR ONE
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Tomorrow has come and gone.
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ONE FOR ONEAND THEN
WHAT?
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HOW MIGHT WE TRANSLATE THIS
OPPORTUNITY TO SOMETHING SMALLER
SCALE FOR THE AVERAGE CUSTOMER?
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TOMS LEARNED:“Children grow out of shoes fast! We aim to give repeatedly whenever possible. Repeat
giving allows us to learn more about the needs of the community so we can continue
to improve the way we give.”
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TRANSPARENCY + REPEAT GIVING + DATA GATHERING
SHOES FOR TOMORROW
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HOW MIGHT TOMS INSPIRE
SUSTAINED GENEROSITY AND STRENGTHEN THE CAUSE IN THE EYES
OF THEIR CONSUMERS?
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Mobile barcode scanning (including traditional UPC barcodes and QR codes)
increased 1,600% globally during 2010.(Source: Scanlife, December 2010)
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Fill your soul sole.
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Your shoes will go to
____________would you like to follow them?
yes no yes no
____________turned four today but her shoes
were lost in a monsoon. Would you like to help her secure another pair?
of your friends scanned your TOMS
code! You’ve helped contribute
$42to the
__________________
village this month.
8
go barefoot: let others scan & spread the word
build resources for partners with existing purchasing habits (other 1-for-1 deals)
watch your contribution grow(custowners)
opt in to follow
me-tail: personalized experience
24/7 experience available after purchase
instant gratificaiton + repeat giving
crowd sourcing: ask friends to help
unlock access to special events / videocasts from your town
repeat purchase
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