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TOM’s One for One Movement

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As seen in our article about Procter & Gamble and UNICEF's " One Pack = One Vaccine" campaign, the key of success is a clear message and a simple goal. TOMS ceo Blake Mycoskie understood that very well, as his whole business model is based on the "One for One" cause related marketing. 

Back from a trip in Argentina, he created TOMS with a social mission known as the “One for One movement”. The movement stated “With every pair you purchase, TOMS will give a pair of new shoes to a child in need.”

TOMS continued on his track of "Social Company" as in 2011 they started the eyewear business on the same model in collaboration with the Seva Foundation.

In five years, TOMS distributed 1 million pair of shoes. They believe they can have the same impact with their eye care program.

They multiplied different happenings, like “One day without shoes” or some videos featuring celebrities to maintain the awareness of the brand, and the result is the company's growth is great, as they doubled their revenue between 2008 and 2011.

Now many other companies followed TOMS cause-related strategy, like BOBS or Jimmy Fairly.

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