How Screenshot relaunched purpose-led brand Toms for a new generation

Screenshot won in the Commercial Campaign of the Year category at The Drum Awards for Online Media 2022 with its ‘Good on the Ground’ work. Here, we find out more about what went into this successful project...

When footwear brand Toms – known for its commitment to social justice across the globe – needed to launch its new business model in the UK, it turned to agency Screenshot to help get the word out.

The brief

Shoemaker Toms briefed Screenshot to launch its new business model, which puts aside a third of its profits for grassroots social good endeavors. The goal was simple – to make a big splash within the Gen Z and young Millennial space across the UK market and make sure the brand was at the front of its target audience’s mind as they considered purpose-driven brands and products.

To achieve that, the agency plumped for a a talent-led approach that saw our grassroots leaders together with known and loved Gen Z figures.

The idea

Screenshot worked with Toms to build a multi-channel campaign, ’Good on the Ground’, composed of a hero online summit alongside various forms of digital content, including community-led content and social-first videos.

The agency pulled data and insights from a survey group of 1,000 Gen Z individuals to help it shape the campaign’s strategy. ’Good On The Ground’ was rooted in opening the doors to everyone to become part of the conversation, while also elevating the incredible young leaders at the forefront of it. For this, it worked directly with grassroots organizers and the organizations they represent, as well as – and crucially – influencers who lead with purpose such as Tory West and Nafisa Bakkar.

The results

Screenshot’s campaign beat all of its KPIs across video views, engagements, impressions and sign ups to the summit and developed a playbook for Toms to continue creating some of the community-led formats that were built during the campaign, as well as an always-on UGC based Instagram format that allows Toms to celebrate those leading with purpose within their community.

This project was a winner at The Drum Awards for Online Media 2022. Check out which of The Drum Awards are currently open for entry.