While primarily known for shoes, Toms Shoes wanted people to see they could wear the brand from head to toe.
For this year’s back-to-school season, the brand launched the #Toms Give Back to School Contest aimed at increasing engagement on Pinterest.
They encouraged people to create a pinboard and pin their favorite outfits using only items found on the TOMS website. To compete for the $500 Toms gift certificate, pinners created a special board for the contest and tagged every pin with “#TOMS Give Back to School Contest.”
Toms scored huge brand awareness and sales during the contest as pinners posted beautiful pictures that spread across their personal networks. The campaign shows the expanding influence of visual social media sites, and in the coming years, more brands will take part in this growing trend.
Why visual social media wins