TOMS, Instagram, and Co-Creating Brand Value (10/10)

A brand can differentiate itself by creating a unique customer narrative. Instagram is an ideal place to make that happen, as TOMS showed in its socially aware “one day without shoes” global campaign. A key takeaway is that “marketing strategies using digital platforms need to generate an environment of trust that enables participating, as well as a sense of creativity through the use and sharing of brand values.”

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