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TOMS, a company that gives a new pair of shoes to a child in need for every pair of TOMS Shoes a customer purchases, uses its full-day event, One Day Without Shoes (ODWS), to spread awareness of the impact that a single pair of shoes can have on a child's life. To raise awareness of One Day without Shoes and drive registrations, TOMS Shoes partnered with Microsoft Advertising. To achieve the ODWS objectives, Microsoft Advertising developed a multi-screen campaign that would allow TOMS to connect with its target consumers wherever they were living their digital lives and through the screens that those consumers preferred.
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