This Could Be One of the Greatest Brand Awareness Campaigns Ever

If you don’t know TOMS, I’m sure you will in the next few days. The Argentinean-based shoe and clothing company began in 2006 with “One for One” mission. This mission matches every pair of shoes purchased with a new pair of shoes for a child in need. If that’s not social good, I don’t know what is. With the company reaching 35 million pairs of shoes given to children in need, you would think the company would already be well known.

Just this week the company launched an Instagram campaign, #withoutshoes. Between May 5–21, upload a photo of your feet without shoes and use the tag to give a pair of shoes to a child in need.

I’m betting if you haven’t already seen these pictures flood your newsfeed, they will be in the coming days. Only two days into their campaign and they are already over 75,000 mentions of #withoutshoes. With the goal of giving away 1 million pairs of shoes, I’m sure they will reach the goal well before the 17-day window.

This may become one of the greatest brand awareness campaigns in history in my opinion. Everyone will know who this company is through the combination of social good, the no purchase necessary participation and doing it on one of the most used social platforms. This will be a movement that will resonate for a very long time.

Truly a beautiful thing.

Here’s my #withoutshoes photo: