toms concept work

A Case Study: TOMS tomorrow

simple design + comfort

It’s not about the shoes.

ONE FOR ONE

Tomorrow has come and gone.

ONE FOR ONEAND THEN

WHAT?

HOW MIGHT WE TRANSLATE THIS

OPPORTUNITY TO SOMETHING SMALLER

SCALE FOR THE AVERAGE CUSTOMER?

TOMS LEARNED:“Children grow out of shoes fast! We aim to give repeatedly whenever possible. Repeat

giving allows us to learn more about the needs of the community so we can continue

to improve the way we give.”

TRANSPARENCY + REPEAT GIVING + DATA GATHERING

SHOES FOR TOMORROW

HOW MIGHT TOMS INSPIRE

SUSTAINED GENEROSITY AND STRENGTHEN THE CAUSE IN THE EYES

OF THEIR CONSUMERS?

Mobile barcode scanning (including traditional UPC barcodes and QR codes)

increased 1,600% globally during 2010.(Source: Scanlife, December 2010)

Fill your soul sole.

Your shoes will go to

____________would you like to follow them?

yes no yes no

____________turned four today but her shoes

were lost in a monsoon. Would you like to help her secure another pair?

of your friends scanned your TOMS

code! You’ve helped contribute

$42to the

__________________

village this month.

8

go barefoot: let others scan & spread the word

build resources for partners with existing purchasing habits (other 1-for-1 deals)

watch your contribution grow(custowners)

opt in to follow

me-tail: personalized experience

24/7 experience available after purchase

instant gratificaiton + repeat giving

crowd sourcing: ask friends to help

unlock access to special events / videocasts from your town

repeat purchase