Explain how TOMS used public relations for the #without shoes campaign as part of the company's promotion mix. It what ways did this tool helped promote TOMS?
Blake Mycoskie launched TOMS with a commitment to donate one pair of shoes for every pair sold. In May 2015, TOMS took to the social media with a campaign to extend its philanthropic mission. For each Instagram post showing bare feet and using the hashtag #without shoes, TOMS donated a pair of shoes to a child in need. The campaign demonstrated the company's commitment to its cause while expertly piggybacking on a common Instagram trend. The #without shoes campaign resulted in the donation of 296,243 pairs of shoes and won a Silver Anvil Award of Excellence from the Public Relations Society of America. TOMS's many one-for-one programs for shoes and now necessities such as eyewear, water, and even "kindness" (anti-bullying training) help build strong customer relationships and brand community.