TOMS-Virtual Reality (VR) Social Impact Story
In recent years, digital disruption has driven brands to use virtual reality and other innovations for marketing. So, what is VR technology? Virtual reality (VR) is a simulated experience that can be like or utterly different from the real world.
According to the data, 61 % of shoppers require retailers to include VR technology in their products. TOMS, a shoe brand known for its humanitarian efforts, used VR technology to launch a digital donation campaign — “Virtual Giving Trip”. This charity campaign started by matching every pair of shoes purchased with donating a new pair of shoes to a child in need. Then, its employees and partners will travel around the world on this giving trip, placing new shoes on kids and witnessing their own efforts. To invite their customers to participate in this meaningful trip, TOMS partners with Within (originally named VRSE), a VR technology company, create an in-store virtual reality experience using VR technology. Using virtual reality headsets, customers can go on this donation tour virtually. They will watch the children being measured and receiving their shoes. They will also “meet” one of the recipients and see their living conditions. TOMS has placed the VR device in more than 30 retail stores worldwide and has launched backbone showcases in selected department stores. This innovative and empathetic mathematical marketing strategy has been quite successful and is praised by its customers.
The TOMS virtual donation tour is a perfect example of what brands can achieve using VR technology. This immersive feeling is the power of virtual reality, which not only provides its customers with a new experience but also drives customers’ emotional responses. TOMS has successfully demonstrated the affinity of its brand to its customers and pushed them to create a deeper emotional connection with its customers. By allowing their consumers to experience a firsthand charity trip and feel the impact of their giving, the brand is empowered by its philanthropic efforts, creating a strong emotional bond with its customers.
VR technology allows consumers to try products before buying them, enhancing their purchasing desire and shopping experience. More brands now notice VR technology, especially brands in the beauty industry, and are including VR technology in their digital marketing strategy. Is VR a trend? It definitely is. We are stepping into the world of virtual reality, and we are ready for further exploration.
