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Digital signage helping TOMS #WithoutShoes campaign put best foot forward

TOMS Shoes is known as much for its philanthropic bent as for its casual slip-on shoes, but the shoemaker is taking that bent another step further with this year's #WithoutShoes campaign — and digital signage is helping the campaign get off on the right foot.

May 20, 2015 by Christopher Hall — w, t

TOMS Shoes is known as much for its philanthropic bent as for its casual slip-on shoes, but the shoemaker is taking that bent another step further with this year's #WithoutShoes campaign — and digital signage is helping the campaign put its best foot forward.

Clear Channel Outdoor Americas is putting digital billboards across the country to use to help the campaign, which promises to donate a free pair of shoes to a child in need for every Instagram photo posted showing bare feet with the hashtag #withoutshoes.

"Clear Channel Outdoor Americas is proud to leverage our digital out-of-home network in partnership with TOMS to support respected charitable organizations around the world as they help children," Jason King, the vice president of corporate communications for CCOA, said in an email to Digital Signage Today.

And while the digital out-of-home component of this campaign is proving effective in driving people to Instagram, King said, with the right planning, the same campaign could also drive audience engagement via traditional out-of-home: "Imagine if the mono-pole were a foot, and the toes were sticking out the top of the vinyl? With both traditional and digital, where creativity is concerned, the sky is the limit."

The campaign, which is wrapping up on Thursday, May 21, will donate up to a million shoes to children in need, the company said on its website. The effort marks the eighth anniversary of the shoe company's "One Day Without Shoes" initiative, an annual event aimed at raising awareness of the positive impact a pair of shoes can have on a child's life.

Watch a promotional video from TOMS about the campaign below:

"All images courtesy of Clear Channel Outdoor Americas; Times Square image courtesy of Melissa McLaughlin."

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