Multi-screen perfect fit for TOMS Shoes campaign

The TOMS Shoes campaign, One Day Without Shoes aims to raise awareness of the difficulties and dangers for children around the world who are forced to go barefoot. Microsoft Advertising used the Media Multiplier effect to deliver hugely increased ad effectiveness for TOMS Shoes, with awareness and response rates showing big increases as users were exposed across multiple screens.

Campaign objectives:

• Target 18-34-year-olds
• Raise awareness for One Day Without Shoes
• Drive registrations for the event, in which consumers go barefoot for a day

Creative solution:

The TOMS Shoes campaign, implemented in the US delivered simple yet poignant creative across the three screens of TV (through Xbox Live and Massive in-game advertising), PC (through ads on key MSN channels, Windows Live Hotmail and Windows Live Messenger) and Mobile (through MSN Mobile). This cross-platform approach was essential for reaching the target audience, 18-34-year-olds.

Key results:

• Reaching consumers across platforms dramatically increased ad effectiveness
• The campaign reached 55% of all US 18-34-year-olds
• 85% of those exposed on all platforms recalled the campaign (compared to 10% for those exposed on one channel)
• Exposure on all channels increased awareness by 80 percentage points (compared to 37 percentage points for one channel)
• 97% of those exposed on all platforms responded (compared to 58% for those exposed through one channel)