SUMMER CATALOG
Every season, we integrate our fashion products with giving in a sophisticated manner, being extremely careful not to be exploitative. But in Summer 2013, we wanted to do something different: we wanted to have fun. Our showcase piece: an interactive catalog with a ton of personality, which included a feel-good reinterpretation of our giving and invited consumers to carpe summer.
A unique filter system, built in social media features, playful animations, integrated shopping and discoverable giving content all played a role in making this catalog a success: It was shared on social media twice as much as the previous catalog. In addition, the much lower exit rate meant that users were inclined stay longer to shop and learn more about how TOMS giving makes a positive impact.
CHANGE MACHINE
We teamed up with eBay to create the TOMS Change Machine, their first digital retail shopping experience located at the Westfield Mall in San Francisco, CA. The TOMS Change Machine only offers products that create positive change in the world, including TOMS Shoes, Eyewear and items from TOMS Marketplace. When a user selects a product for purchase, an interactive infographic demonstrates the positive impact that purchase will make.
From the 3 stores featured in the space, the TOMS Change Machine had the highest engagement numbers by far: 1/3 of all traffic that passed by stopped to view for at least 6 seconds, while over 50% of those people touched the screen to interact with the "machine" itself.
TOMS FOR MEN
There are many guys out in the world that lack gentlemen qualities. They do things that aren’t so cool, like parking their car in two parking spots or not getting up from their seat on a bus for a pregnant woman. We wanted to highlight these guys through a photo social campaign using the hashtag #notforthisguy. By creating the #notforthisguy campaign, we would showcase that TOMS shoes are for guys who don’t act like d-bags and are made for decent guys who are kind and have manners.