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GAP & Bombas: Socks For All

December 14, 2015
By Jarrod Whaley

For the 2015 holiday season, GAP is running a well-designed Cause Marketing campaign with Bombas, a manufacturer of socks. A GAP press release announces:

This holiday season, Gap is joining forces with Bombas, the athletic-leisure sock company with a philanthropic mission, to bring awareness to the most requested clothing item in homeless shelters: socks. The exclusive Gap x Bombas collection will be available in select Gap stores around the world and on Gap.com. For every pair sold in participating countries, Gap will give a pair of specially-designed Bombas donation socks to someone in need.

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To extend that campaign further, Gap is raising awareness for the issue through social media with the use of the hashtag #socksforall.

We love this idea. The best campaigns are the ones in which there's a clear and obvious link between the various partners and the cause they are supporting--you don't want to leave consumers scratching their heads and trying to figure out whether some hidden agenda might be at play. When the connection immediately makes sense, the impact of the campaign is maximized.

We also think it's great that this campaign focuses on something practical rather than simply giving toys to children in need. We'd never want to take toys away from kids, but it's probably the case that pragmatic concerns (like keeping warm!) tend to get short shrift this time of year.