Historically, Toms focused on paid social media and digital ads. But after changing its philanthropy model, it's testing new channels like podcasts, streaming, and live events.
Toms moved from a buy-one-give-one to new initiatives in 2019 due to debt. Its marketing strategy shifted in 2021, concentrating on conversion and broadening marketing horizons.
Toms' current approach involves advertising on podcasts, streaming, and live events, along with a new spring campaign featuring influencers related to mental health.
The company is guiding audiences on deep breathing and meditation at Justin Timberlake concerts. Toms aims to find impactful marketing placements amid rising customer acquisition costs.
Toms focused on full-funnel marketing, testing new approaches beyond paid social spending heavily on conversions. Planning impactful marketing placements while budget remains tight.
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