Toms awareness campaign in China

Toms is an occidental brand implanted in China since 2014. It is one of the very first brands in China’s fashion industry, engaged in social responsibility.


The California-based shoe brand is donating a pair of shoes to kids in need for every pair bought (up to 650.000 kids helped).

One day without shoes

They are promoting a campaign called « One Day Without Shoes », from May 1 to May 10 where WeChat and Weibo users can participate by submitting photos of their bare feet.toms-one-day

The concept is simple, users only need to use their colorful and musical WeChat app where they show how to participate, using the hashtag #withoutshoes and adding cute cartoon stickers.

Some KOLs (Key Opinion Leaders) are also involved in this campaign, as the Chinese celebrity and Chanel ambassador Zhou Xun.

To attract Chinese consumers, participants with the most imaginative photo can win a voucher for the wellness and beauty brand, Dragonfly.


Even 200 university students are getting involved in a barefoot walk for public awareness about communities in need.

More on :

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1 comment

  • nini+86

    Hi there! I think the concept of only need to use the colorful and musical WeChat app where the brand shows how to participate, using the hashtag #withoutshoes and adding cute cartoon stickers is very original and can help the brand succeed in China.

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