Marketing, Advertising & Innovation | Sydney, Australia.

Category Growth Through Omnichannel Performance

PRINT & OOH MEDIA

DISPLAY AD

SOCIAL & DISCOVERY ADS

Vertical TOMS story ad using emotional storytelling to drive traffic to a purpose-led landing page

TOMS social media story ad showcasing a smiling child to promote purpose-driven product discovery

Instagram story ad by TOMS featuring a smiling African child used to drive curiosity and swipe-up traffic to the app landing page

THE CHALLENGE

As TOMS added sunglasses and backpacks, the brand faced a tough balancing act. How could it grow new product categories without weakening the heart of its one-for-one social mission? The goal was to get people excited about the new products while keeping the brand’s story, trust and emotional impact intact. Any misstep could confuse customers, dilute the social mission and slow growth, making it critical to get the strategy right from the start.

THE SOLUTION

Leo developed an omnichannel Integrated Marketing Communication (IMC) campaign across Meta, Google (Pmax: YouTube, Display, Search, Discover and Gmail), the open internet and out-of-home media. The campaign leveraged TOMS’ caregiver brand archetype, using emotionally driven storytelling to build curiosity and connect new product categories—sunglasses and backpacks—to the brand’s social mission. By showcasing joyful children and real impact, the campaign encouraged audiences to explore how every purchase supports children’s education. All products were unified under a single purpose-led campaign, “The Academy of Happiness,” ensuring category growth without compromising brand consistency.

Tomato Travel

Rocksports

TOMS

Ergosleep

Per La Casa