Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Reagan Canaday

Rag-O-Rama and The Salvation Army join together for Spring Cleaning

According to Brand Bastion Incorporated, the role of social media in retail marketing has massively increased over the last 10 years. In an article, they found that social media drives more retail traffic than any other channel while building and maintaining brand reputation, while acquiring and maintaining consumers (Brand Bastion, 2014). Based on this information, our team created a social media campaign for our client Rag-O-Rama.

Team Rag-O-Rama from left — Meredith Wylie, Reagan Canaday, Justin Gamble and Sophia Borghese

Team Rag-O-Rama from left — Meredith Wylie, Reagan Canaday, Justin Gamble and Sophia Borghese

Our client’s goal is to increase engagement among social media platforms. In order to create a clearer vision for the campaign, we construct the objective to increase posts of original user-generated content on social media platforms by 40% in 3 months. This gave us a clear and measurable time frame in order to create the most successful campaign. In order to achieve the goal and objective we created the “Spring Cleaning with The Salvation Army”. Over three months, Our client Rag-O-Rama will work with The Salvation Army to collect clothing in their store. Whatever cannot be bought back for money or store credit, they will ask consumers to donate them to the salvation army in return for 10% off their next purchase.

The campaign will utilize the top three social media platforms: Instagram, Twitter, and Facebook. Through this campaign we will use Instagram in order to drive sales by posting retail items and available merchandise. Through twitter, the goal is to create personal relationships with our clients and create positive relationships with consumers. Lastly, our campaign will use Facebook in order to gain reach, give information to consumers. and promote the campaign through ads.


Campaign Proposal Presentation:


Brand Bastion Incorporated (2014).  Risks and Benefits of Social Media to Retailers.

(April 25, 2016). Retrieved from: https://www.brandbastion.com/risks-and-benefits-of-social-media-to-retailers


TOMS Donates 296,243 Shoes to Needy Children through the #WithoutShoes Campaign

By Reagan Canaday

Screen Shot 2016-02-15 at 7.46.48 PM

In May of 2015, TOMS launched their eighth annual “One Day Without Shoes” campaign. The company as a whole has a goal to “shoe the shoeless”. In order to make steps toward achieving their goal, TOMS wanted to create a global event that would bring awareness through advocacy to the millions of children around the world who do not have access to shoes (Couch). According to the TOMS website, “giving shoes to those children goes further than simply providing comfort — it can increase access to education, treat debilitating diseases that affect the feet and legs and help curb water and soil-borne illnesses” (TOMS).

The company is able to fund this project by developing a business model where they invest their money in donating free samples rather than paying for ad campaigns, celebrity spokespeople, and branded shops (Della Cava). Because the company does not invest much money in forms of advertisement, they began to relay heavily on social media and the “One Day Without Shoes” campaign was born. TOMS also pairs with a nonprofit organization each year, such as Soles 4 Souls, to educate people on health conditions of the children who will be receiving the donated shoes. will  Last year, the campaign asked people around the world to upload a photo of their bare feet to Instagram while including the hash tag #WithoutShoes in the caption. The campaign ran from May 5th-May 21st. Originally, the campaign ran for 24 hours, but last year, TOMS decided to extend the timeframe in order to build awareness and allow as many people to participate as possible (Hoffman). Within the 17 days, 296,243 photos were posted to the social media platform resulting in 296,243 needy children receiving new shoes (TOMS). The founder of TOMS, Brian Mycoskie stated, “to scale something like this in order to help more people is an incredible opportunity, and one that couldn’t have happened just a few years ago. Social media is what makes Toms possible. Spreading the word between people who care is so easy now” (Della Cava).

Our class #ou4530j, would consider the “One Day Without Shoes” campaign would be classified as a #SocialWin. Hundreds of thousands of people responded to the request of the campaign and posted photos of their bare feet to Instagram creating global awareness and communication. The campaign offered incentive for people to participate by creating a sense of accomplishment since each photo would result in donating a new pair of shoes. Every person who participated was making a difference in a child’s life. All over the world, people could track the number of bare footed photos through the hash tag #WithoutShoes. Overall, TOMS has donated over 38 million pairs of their shoes throughout 65 countries, and there is no sign of them slowing down (TOMS). TOMS is a great example that it’s possible to make a difference in the world through the combination of a well defined goal and the power of social media.

Look out for this year’s “One Day Without Shoes” campaign, and consider participating in order to help TOMS achieve their goal to provide all children with a pair of shoes! If you are interested in more ways to how to help TOMS reach their goal, visit their blog for more information.


Couch, Robbie. (2015, October 27). Instagram Users Went #WithoutShoes This Month And Gave 265,000 Pairs To Kids In Need. Retrieved from: http://www.huffingtonpost.com/2015/05/21/toms-shoes-without-shoes-_n_7360312.html

Della Cava, Marco. (2015, May 5). Toms Uses Instagram to give away a million shoes.Retrieved from: http://www.usatoday.com/story/tech/2015/05/04/toms-using-instagram-to-try-and-give-away-a-million-shoes/26892739/

Hoffman, Ellen. (2015, May 5). Toms Will give free shoes to children if you Instagram your bare feet. Retrieved from: http://www.businessinsider.com/toms-one-day-without-shoes-2015-5

PR Newswire. (2015, May 5). TOMS Kicks Off Its Eighth Annual One Day Without Shoes Campaign. Retrieved from: http://www.prnewswire.com/news-releases/toms-kicks-off-its-eighth-annual-one-day-without-shoes-campaign-300077875.html

TOMS. (2015, May 21). One Day Without Shoes. Retrieved from:http://www.toms.com/one-day-without-shoes


Band Together To Stop Bullying with the #btproject

The Band Together To Banish Bullying project is a social media campaign created to redirect negativity on social media in order to make the Internet a better place. Three music professionals, Grammy nominated Clinton Sparks, The Mowgli’s, and Kylie Morgan, collaborated with the goal to create a song with an anti-bullying message inspired by real life experiences. In order to spark conversation among bullying victims, the Band Together Project created a custom YouTube page and Twitter page asking viewers to share their personal stories relating to bullying. They did this to promote individuals to actively engage in conversation related to bullying. Screen Shot 2016-02-08 at 7.05.40 PM

First, each of the artists created a video to share their personal stories and experiences with bullying. They created these extremely personal videos in hopes to spread the message that victims of bullying are not alone. Not only were they trying to encourage victims to share their stories, but they also wanted to turn these messages into something positive. The campaign quickly began to grow and gain global attention.  Australian singer, Cody Simpson, and Seventeen Magazine even joined the conversation by encouraging followers to share their stories with the project.

Cody Simpson tweets about #BTProject

Cody Simpson tweets about #BTProject

Seventeen Mag tweets about #BTProject

Seventeen Mag tweets about #BTProject

People started to respond to the project by sharing their experiences with bullying through videos, images, and other forms of media. After receiving and reviewing hundreds of online submissions, Clinton Sparks, Kylie Morgan, and The Mowgli’s wrote the single “I’m Good”. After they released the single which the artists released a music video and a lyric video. Both the videos encompassed the stories of the bullying victims who submitted material to the project. Lastly, the song was made available as a free download on the Band Together To Banish Bullying webpage, but in order to access it, users had to share the song on social media and include a positive message while tagging a friend.

#ouj4530 would categorize this campaign as a #SocialWin because hundreds of people joined the anti-bullying conversation by producing forms of media. Many people created content using the hashtag #BTProject which allowed people to follow the progression of the project while viewing and sharing stories of people who have suffered from similar hardships as themselves. Also the music video has been viewed about 500,000 times and the lyric video has been viewed about 1,200,000 times. The project ended up reaching hundreds of thousands of people while successfully achieving their goal to produce a song with a positive message using social media.

I think the campaign could have been improved by improving their promotions. I think if they would have pushed the project on social media harder, they would have gotten many more reaches. Also, I think they could have paired with a larger national anti-bullying organization such as  No Bully, to boost their credibility. Overall, I think this campaign was well executed, but the way they went about promoting the campaign could have been improved.

To view a video of the making of the song “I’m Good” by Clinton Sparks, Kylie Morgan, and The Mowgli’s go to  http://considerthework.com/bandtogetherproject/.


Band Together. (2015). BTBB. Retrieved from https://twitter.com/bandtogether

Deutsch. (2015). Band Together. Retrieved from http://considerthework.com/bandtogetherproject/

Harrison. (2014). “Band Together To Banish Bullying”. Retrieved from http://blogcritics.org/clinton-sparks-the-mowglis-kylie-morgan-band-together-to-banish-bullying/

No Bully Non-profit. (2015). No Bully. Retrieved from http://No Bully Non-Profit. (2015). No Bully. Retrieved From https://www.nobully.org/