The Effectiveness of Integrated Marketing Communication

Leo developed an omnichannel Integrated Marketing Communication (IMC) campaign full of emotional appeal to address this concern. TOMS' strengths lie in its caregiver brand archetype, so it was vital to show children in need who were joyful. As part of the campaign, Leo created curiosity to encourage target audiences to learn more about the new products and how their purchases will aid children's education. The campaign aimed to unify TOMS products and purpose under a meaningful cause: "The Academy of Happiness."