Do You Know What’s In TOMS’ Box?


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When TOMS Shoes launched it set out to prove that turning a profit and improving the lives of the world’s less fortunate were not mutually exclusive missions.

Launched in 2006, the company initiated a one-for-one business model: For every pair of shoes it sold, TOMS would provide a pair of shoes for a child in need. Since then the company has given away more than 1 million pairs of shoes in over 20 countries.

Along the way the company proved another valuable point: Social media drives business results. TOMS knows how to tap into the power of social media to drive buzz, customer engagement and to tell a story. Whether it’s through Facebook, video, guerilla marketing or blogging, TOMS finds a way to turn its business into a two-way conversation with consumers.

So it’s no surprise that, as the company looks to expand its product line, it’s using social media to build conversation and boost anticipation. Recently, TOMS announced that it will unveil a new one-for-one product on June 7th and asked fans to contribute their ideal one-for-one match.

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Of course, the giant tube in the background makes one wonder, “What could possibly be in the box?” That’s the genius behind TOMS social media strategy. And we figured, why not play along.

So go ahead and guess. What new product do you think TOMS will unveil next week? What do you think is in the box?

Hit any of the Tweet this buttons below for a pre-filled guess. Or hit the last Tweet this button and fill in your own answers. Correct answers get infinite bragging rights.

I think it’s some kind of water filter. < Tweet this!

I think it’s a computer of some sort. < Tweet this!

I think it’s camping gear. < Tweet this!

I think it’s related to oral care, but not a giant toothbrush. < Tweet this!

I think it’s a (fill in the blank). < Tweet your own guess!

Republished with author's permission from original post.

Jesse Noyes
Jesse came to Eloqua from the newsroom trenches. As Managing Editor, it's his job to find the hot topics and compelling stories throughout the marketing world. He started his career at the Boston Herald and the Boston Business Journal before moving west of his native New England. When he's not sifting through data or conducting interviews, you can find him cycling around sunny Austin, TX.


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