Three in four Americans say they would shop more at a store that gives back, and 69% say knowing a business gives back in some way impacts their purchase decision, according to Ipsos Public Affairs and technology company PlanG.
This holiday season, Target is launching a charitable campaign with Toms Shoes in order to reach these consumers searching for fashionable gifts but are also globally conscious and want to do some good at the same time.
The limited-edition collection - debuting November 16 - includes more than 50 items all priced under $50. Although the merchandise ranges from clothing to blankets, each follows Toms' One for One giving model so Toms will gift either one week of meals, a blanket or pair of shoes to a person in need for every item purchased.
In order to support this collaboration, Target is introducing the "One for One, For All" campaign running across broadcast, digital, online, video, and social. Developed by
lead creative agency Chandelier, the campaign features a character inspired by Toms founder, Blake Mycoskie. In the TV spot, the boy plants the seed of the “Giving Tree” based on the simple principle that the more you
give the more than tree grows and can give back.
This campaign is specific to the Toms Shoes collaboration and is intended as a separate campaign from the other holiday spots.
Target is a major spender when it comes to advertising. The retailer's advertising budget, which includes newspaper circulars, internet advertisements and media broadcast, was $1.744 billion in 2013, up from $1.653 billion in 2012 and $1.589 billion in 2011, according to company financial filings.
Chandelier has worked with Target on projects since 2008.