As part of the TOMS in-house marketing team, I had a chance to work on a little bit of everything. Social media, seasonal catalogs, retail signage, event marketing materials, brand books, print, web copy, brand partnerships, and oh-so-many emails.
The biggest project I worked on during my time at TOMS was the Summer 2017 catalog. Shot in and around Santa Barbara, this was one of the initial expressions of the new voice for TOMS.
One of our social media pushes answered the question, “Where will your TOMS take you?” We had real TOMS employees share their stories of travel and adventure and asked our followers to share their own stories.
STAND WITH TOMS EVENT
TOMS doesn’t just give shoes. In fact, they have a total of six unique gives. The challenge is that most people aren’t very familiar with the other five. So we created a campaign to promote all the ways TOMS helps people in need.
On May 12, 2017, we asked people to pick their favorite give and show the world they #StandWithTOMS. To raise awareness, we designed a set of limited edition enamel pins, a set of digital stickers for iMessage, and had parties at TOMS stores.
From flagship stores to retailers around the world, we created in-store materials for windows, shelves, bulletin boards, floors, and anywhere else the retail team wanted a message.
Our team was constantly creating emails. While most of them sold the latest and greatest shoes and sunglasses, a few of them were as much substance as they were style.