My social media campaign is for TOMS shoes and it is entitled Step Forward. This is created by Becca Kang and involve videos and channels such as blogs, Twitter, Facebook, and YouTube. I wanted to create a campaign that took a look at TOMS next steps. TOMS is a successful brand that continually keeps growing as a fashionable brand. Their newest item is TOMS eyewear, in which they provide eye care for people in need with every purchase. However, I wanted to focus on how TOMS shoes can take children in need to better places. Therefore, I created the Step Forward campaign which involves creating a video community of "dreamers". Everyone has a dream of some sort, an achievement they want to reach. By creating and uploading a video about your own dream and how you got there, you can join this community. In order to create an incentive to join, the most "liked" video on YouTube/Facebook will win a chance to join the TOMS giving team on their next trip. On this trip, TOMS will launch the official establishment of Step Forward, which is providing a secondary level education system so that these kids can also follow their own dreams.
The video competition will be announced in the spring 2012 and the winner will be announced in the summer 2012, in which the giving trip will take place.
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