Let Me Walk In Your Shoes, TOMS

toms-one-for-oneLast week in mall:

Daughter: “every time you buy a pair of shoes from TOMS another pair is donated to children across the globe that can’t afford shoes”

Me: “True. And yet, still pretty pricey!”

Daughter: “Can I have 2 pairs? I really want to give”

Me: “ummmm….sure?”

TOMS Shoes was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas.  Inspired by a trip to Argentina (where Blake was competing on 2nd season of The Amazing Race with his sister), Blake returned a few years later to do some volunteering and was moved at the sight of so many shoeless children running around the streets just outside of Buenos Aires.

According to Wikipedia:

“Mycoskie had learned that the lack of shoes was a problem that had a serious impact upon these youth, threatening the ability of the children to go to school, prevent infection, and so forth.[10]

A new model of corporate social responsibility, aptly named “Cause Marketing” was born. And from that, TOMS “One for One” campaign, whereby for every pair of shoes sold, Toms would donate a pair to a child in need of a pair of shoes, came to be.

What is Cause Marketing? [Read more...]

Airbnb Marketing Vine: Monday Marketing Masters

airbnb-vineThis campaign was a double whammy:

Founded in August 2008 and based in San Francisco, California, Airbnb a community site for people to list, discover, and book unique rooming spaces around the world online or from an smart phone, has spread like wildfire not just because of its’ unique and inviting concept, but also because it has matched its’ marketing campaign with its’ IT savvy, twenty and thirty something’s, social media rocking, young and hip audience, and invited them in for an opportunity to be part of the Airbnb marketing experience by taking part in an innovative marketing experience.

To advertise the Airbnb marketing concept of showing how everyone is finding their place in the world, the company created an offer to their thousands of Twitter followers that went like this:

The offer, sent out on Twitter,  (duh) which owns Vine, was an invitation to become part of a marketing video, and a movement, by sending in Vines (a Twitter owned app allowing you to take 6 second videos and do…well all sorts of things) , instructed the users to submit scripted shots from all over the world in the form of Vines, via Twitter. They compiled the vines and used the resulting film, entitled Hollywood & Vines, as a TV ad. It is comprised entirely of Vines and is a paper tale..trail… of adventure, discovery and belonging—the Airbnb theme. [Read more...]

Will It Blend, Viral Video Series Genius

blend-tec-will-it-blendThis campaign ties for first place in my book, tying with the Charmin Sit or Squat campaign that launched the Monday Marketing Masters (let’s just call it the MMM) series.

I’ve mentioned this campaign before because I am in such awe of it, but it is definitely worthy of its’ own blog dedication.

Presenting: The Blendtec “Will It Blend” video series: a brilliant and once more, highly entertaining viral video YouTube series starring CEO Tom Dickson as the “blend master and host”. Talk about content!

 

I talk about it here:

 

This campaign is a great example of how a more often than not accidental viral video campaign can catapult a company into the limelight and the black. The company’s  viral video series “Will It Blend” on YouTube, in which founder and CEO Tom Dickson blends everything from an iPad to a pool cue, boosted sales at the humble Utah blender-maker 700% in the space of months. [Read more...]

Hellman’s Takes the Mayo With the Hellman’s Recipe Cart

hellman's-recipe-cartThe Hellman’s mayonnaise brand took an innovative approach to product awareness with its recent high-tech supermarket campaign in Brazil — one that resulted in a 68% increase in sales, springwise.com reported.

Outfitted with a

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touchscreen device, the company completed a month long beta trial of the ‘Hellman’s Recipe Cart’- a super jacked up shopping cart that does the thinking for you, at the Pão de Açúcar shopping center in São Paulo.

It went like this: When consumers placed a jar of Hellman’s mayonnaise in their cart, the tablet on the shopping cart detected their location through NFC tags located in each aisle. The device then offered a recipe using Hellman’s mayonnaise along with other products nearby in that aisle. In other words, it did your scouting and took the brain power out of the “what else can I make with Hellmans” out of the equation of tired shoppers yearning to have someone else come up with a dinner idea for a change. [Read more...]

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