On Toms stores both online and offline, it clearly stated that “TOMS matches every pair of shoes purchased with a pair of new shoes given to a child in need. One for One.” Using this campaign, TOMS brings the clear message of the company’s social responsibility, but also use it as a strong marketing tool to raise customer awareness about the company. TOMS also advertises this event heavily on few digital channels so that “shose donation” already became its company’s destiny.
All the online stores can use their own websites as the main resource to run events. Company can use SEO and paid search to link customers to its website, and then use the blogger that links to the homepage to give customers a place to comments. By doing that, customers will have a strong multi-points connections to the company thus create an exit barries.