Toms

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Title

This is Not a Shoe

Advertiser:

Toms

Year:

2016

Source:

Clear Channel US

Product Category:

Retailers

OOH Format:

Outdoor

Country:

United States

Objective:

Use OOH to increase awareness of TOMS’ social mission and encourage consumer action.

Target Group:

18 – 34 years old

Strategy and Media Used:

Activated bulletins in Orlando and Portland featuring social mission creative; Used location data combined with mobile survey to evaluate performance of OOH campaign.

Results:

  • 25% increase in awareness of TOM’s social mission
  • 300% lift in ad recall rate
  • 122% lift in talking about TOMS with others
  • 28% lift in purchase intent
  • 44% lift in recommending TOMS products to others