TOMS aims to increase repeat purchases and decrease the time between purchases. Their strategies are to continue emphasizing their One-for-One giving model and increase contests to boost awareness. Tactics include a contest for brand loyalists to visit Africa shoe drop-offs, encouraging social media engagement, and a design your own shoes promotion. Goals are evaluated through metrics like click-throughs, landing page visits, and social media followers. The contest budget is $20,000 over 4 months within a year-long social media campaign.

2. What TOMS is doing
● TOMS have a strong online presence and have had
success in the last two years by becoming iconic
● TOMS flaunts its company's commitment to giving back
through the One-for-One program on shoes and
eyewear
● TOMS must overcome the consumers reaction to be
brand loyal, but not a repeat purchaser due to price
● TOMS recently expanded to include a line of
sunglasses
Kelsey Maccombs | New Media Driver's License | Spring 2012

3. TOMS Current Social Media Presence
● Twitter updates from @TOMS many times daily
featuring events, new products, sales and news
● Facebook Timeline features photos from One-for-One
program, also many consumer-submitted photos of
themselves wearing TOMS products
Kelsey Maccombs | New Media Driver's License | Spring 2012

4. TOMS Current Social Media Presence
● YouTube channel features videos about One-for-One
drop-offs in Africa, and event promotion for "A Day
Without Shoes"
● Google+ page updated four times since Jan 2012
Kelsey Maccombs | New Media Driver's License | Spring 2012

5. Goals
● Goal: Increase repeat purchases
● Goal: Decrease length of purchase cycle
Kelsey Maccombs | New Media Driver's License | Spring 2012

6. Strategies
● Strategy: Continue to stress One-for-One campaign
● Strategy: Increase contests to drive awareness
Kelsey Maccombs | New Media Driver's License | Spring 2012

7. Tactics: Contest
● To build more hype around the existing One-for-One
promotion, they will run a contest exclusively through
social media sites for lucky brand loyalist to come along
on a drop-off in Africa
● Contestants will upload videos to the TOMS YouTube
channel to show why they should be chosen
● Contestants will also compete for votes, by placing
multiple call-to-action posts on their personal social
media accounts, linked to TOMS and their video entry
Kelsey Maccombs | New Media Driver's License | Spring 2012

8. Tactics: Social Media
● TOMS will create and maintain a Google+ profile to
boost online presence
● TOMS will encourage interaction with followers through
Twitter, Facebook, and Google+ promotions including
sales and contests
● TOMS will optimize interaction with consumer by
running a promotion to design your own pair of TOMS
Kelsey Maccombs | New Media Driver's License | Spring 2012

9. Evaluation
● Evaluation techniques include measuring click-thru's on
Google SEO, as well as number of hits for a special
landing page linked to the campaign, and increased
followers for SM sites
● Will evaluate the campaign throughout to interpret where
more money should be spent and where it isn't being
effective
● After a year long run, campaign can be re-evaluated to
see where improvements can be made for future contests
Kelsey Maccombs | New Media Driver's License | Spring 2012

10. Budget & Timeline
● TOMS does not have a marketing budget; the company
relies on word of mouth, viral marketing, and social
networks for its marketing efforts
● The cost of the contest (to take 5 lucky winners to
Africa) would be about $20,000
● The timeline for the contest is 4 months, but social
media campaign will be year long
Kelsey Maccombs | New Media Driver's License | Spring 2012