There's More to Toms (College Creative Brief)

PROBLEM

Despite TOMS’ forward-looking business model, many people see their products as out of style and a bygone trend. Consumers exclusively associate the brand with their well-known Alpargatas (the canvas slip ons that made the brand famous), but are unaware of the many other styles that TOMS offers.

“There’s nothing wrong with the company, I just don’t think they’re in style anymore. Those slip on shoes were a trend back in high school but then just kind of died off.” (Kilah, 25)

ROLE OF CAMPAIGN

We want to shift the mainstream opinion of TOMS by bringing awareness to their many other styles. We want TOMS to be a brand that men and women will look to when they need a fashionable shoe for their new job, running errands around town, or a night out with friends.

TARGET MARKET

Statistical research has shown women ages 25-40 account for the majority of the footwear market share, whereas TOMS’ initial target market of 18-24 year olds held the smallest percentage of shares. So for this campaign we hope to target these young Millennials, or Fashion-forward Busybodies, ages 25-30 who can afford to buy slightly more expensive shoes. These recent-college graduates most likely wore TOMS’ Alpargatas regularly back when they were popular, but wouldn’t be seen dead with them today.

Our Fashion-forward Busybodies are in the most disidatory years of their lives. From their new bosses and colleagues, to romantic interests, these Millennials constantly need to catch the attention and respect of everyone. Mach 2 is the tempo of these busybodies’ lives. They are learning how to balance new jobs with hobbies and charity pursuits, all while keeping up with the equally fast-moving trends that dictate whether or not their wardrobe is ‘socially acceptable.’ Statistics and our multiple interviews and friendship groups show that comfort, style, and durability outweigh every other factor when purchasing a shoe, including that of sustainability or charity initiatives. One interviewee even stated: “If I really liked TOMS styles, the giving aspect would make me like them even more, but since I don’t like the shoe styles, the giving aspect isn’t compelling enough to make me buy them. Is that bad?” They need convenient footwear that can keep up with their life and keep up with the trends.

CURRENT AND DESIRED BELIEFS

Millennials associate TOMS with one specific style of shoe: the outdated “Alpargatas” they wore back in high school. TOMS Alpargatas were often the crowning jewel of cringeworthy outfits Millennials wish they could go back in time and erase. They hate TOMS because they think TOMS is synonymous with alpargatas.

“Some people buy shoes for comfort or because they’re cheap. I wear things for how they look. But I always feel like I have nothing to wear. It feels like what’s in style changes so much I never have the right shoes to wear with any of my outfits.” - Aubrey

“It depends on what we’re doing” - Austin (In response to the question, Which shoes do you wear most often?)

We aim to change Millennials' opinions of TOMS by making them aware of the additional styles TOMS provides. TOMS has become so tied to their Alpargatas that consumers as a whole have sworn them off forever. We want to open their eyes to the fashionable, comfortable, durable, and diverse styles that TOMS provides.

STRATEGY

Millennials struggle to keep up with short lived trends in fast paced lifestyles that require a wide range of shoes. Millennials are busy people who fill their lives with countless different activities. They also care about how they look and value being trendy and stylish.

TOMS is more than just Alpargatas-- TOMS provides shoes for every occasion: Sandals, sneakers, boots, wedges, slippers, and dress shoes; for men and women alike. TOMS puts all the styles Millennials need day-to-day in one place.

Strategy statement: For fashion-forward busybodies who are constantly moving onto the next trend, TOMS provides an affordable array of styles that can cover any occasion.

CREATIVE

There is more to TOMS.

There's more to this brand than the shoe everyone remembers. TOMS has moved on from high school, just like you’ve moved on from Alpargatas. Now, there are a variety of styles to choose from to fit the variety of activities you fill your life with.

The tone and manner of our ads is going to Urban and Authentic, to show that even with a busy lifestyle and a tight schedule, that TOMS shoes can fulfill all of your needs. Our target market is always on the go and they are hardworking so they will need a shoe that works hard for them in return. And this creative campaign will bring light to the variety of styles that can do that for them.

MEDIA

Our secondary research shows that Millennials are twice as receptive to bloggers and celebrity endorsements than older generations. As such, we will pair with a few celebrity brand ambassadors and create a few YouTube and Instagram ads- on both their profile and TOMS’. We also learned that a majority of Millennial shoe shopping is done online, most prominently on Amazon. We will use pop-up and banner ads on such online platforms.

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BY:

Melanie Black

Bailee

Skyler

Emma