Company: Toms Industry: Retailer, Shoes References: Toms Website, USA Today, Twitter, Instagram, Toms is an American shoe company founded by Blake Mycoskie.
Its business plan, which at the time of creation was unique, that donates a pair of shoes to a child in need every time a person purchases a pair of shoes for themselves.
The strong relationships they have internally and externally enable them to realize this model.
A dedicated team and working with many partners is key.
Since its inception the company has expanded their product lines to include coffee and sunglasses and in correspondence have increased their giving to also includes glasses for those in need and clean drinking water.
Since their inception the company has given away more then 45 million pairs of shoes.They then used an app to determine which of the posters are unique each day.Lessons Learned Although Toms did not reach their goal of donating one million shoes to children in need, there are some things that we can take away from what they did.Toms chose to use Instagram as the platform for this campaign.Instagram currently has more users then Twitter and Instagram posts tend to create more interactions then Twitter.The whole business started as a social mission and the business model was built around that, not the other way around.After seeing how powerful this model could be, TOMS realized they could use the same concept to fill other needs. The brand was initiated to start helping out one community.At TOMS, social impact, meaningful branding and building a successful business all come together, but not without challenges and obstacles.By being open, critical and asking their partners for feedback has played a major role in developing the brand.They continuously keep an eye on the challenges their partners face.