14 - 9 14 - 10 Chapter 14 : Application and Cases : Tom Shoes and Blake Mycoskie launched TOMS with a commitment to donate one pair of shoes for every pair sold . In May 2015 , TOMS took to the social media with a campaign to extend its philanthropic mission . For each Instagram post showing bare feet and using the hashtag #withoutshoes , TOMS donated a pair of shoes to a child in need . The campaign demonstrated the companys commitment to its cause while expertly piggybacking on a common Instagram trend . The #withoutshoes campaign resulted in the donation of 296,243 pairs of shoes and won a Silver Anvil Award of Excellence from the Public Relations Society of America . TOMSs many one - for - one programs for shoes and now necessities such as eyewear , water , and even kindness ( anti - bullying training ) help build strong customer relationships and brand community

14.9 Explain how TOMS used public relations for the #withoutshoes campaign as part of the companys promotion mix . It what ways did this tool helped promote TOMS ?