Innovation in PR Paper
Sophia Doshi
PRL 206
Professor Horn
Paws for a Cause: Stomping Out Extinction
RESEARCH
Of the estimated 334 million corporations worldwide, there are only 6000 who have achieved the status of Benefit Corporation. Bombas, a clothing company founded in 2013, forms the small .0017% of certified Benefit Corporations across the globe, alongside relevant corporations like Patagonia and Ben and Jerry’s. Bombas achieved its status most notably with its One Purchased = One Donated business model, along with its working environment, its commitment to volunteer work, and company decision-making. While these are all positive ideologies, especially in the corporate world, enhancing and maintaining brand image must be taken into consideration.
Brand perception is a critical aspect of Bombas's success and sustainability. As a company that emphasizes social responsibility and philanthropy, Bombas has cultivated a brand image centered around making a positive impact within its sphere of influence. Consumers often choose Bombas over competitors not just for the quality of its products but also because they believe in supporting a company that gives back to those in need. However, Bomba’s commitment to charity work not only shapes consumer perceptions but also influences the attitudes of other key stakeholders, including investors, employees, and partners. The status of Benefit Corporation is an affirmation of the company’s work, yet it also shines a scrutinous spotlight on every single aspect of the company. Any doubt that the company’s largest monetary contributors have could lead to more support to competitors, mass layoffs, or bankruptcy, among an abundance of other negative scenarios.
Consumers are drawn to corporations for their human interest elements. Similarly, employees are drawn to companies with a strong sense of purpose and a commitment to making a positive impact. Today’s job market yields a high number of prospective employees who are increasingly prioritizing companies that not only offer competitive salaries and benefits but also align with their values and aspirations. Consumers and employees alike yearn to be a part of something greater than themselves, and association with a company that is truly making a difference does just that. Little has to be done on the part of the consumer to make a small step towards the charitable One Purchased = One Donated mission, and employees who work hard to enable this mission are rewarded with a clean conscience.
AUDIENCE
Human empathy is an incredible force and an integral part of human nature. Companies with successful mission statements, especially those that are Benefit Corporations, have triumphantly played to the empathy of consumers. Bombas is a prime example of this strategy, which is why they have become a constant competitor with other empathy-based organizations, namely Patagonia. The audience that this new innovative strategy will target is those who are empathetic to the people that fall under Bomba’s mission statement, as well as the mission itself. These consumers are heavily committed to supporting companies that prioritize empathy and social impact and view their purchasing decisions as a means of contributing to positive change in their community and the world. By appealing to this audience's sense of empathy and shared values, the innovative strategy aims to foster meaningful connections and drive engagement, ultimately positioning the brand as a trusted ally in the pursuit of social good.
GOAL
While Bombas has been incredibly successful with its One Purchased = One Donated initiative, which is charitable toward homeless communities, I suggest that to expand its consumer base and further solidify its brand image, Bombas launches a campaign titled “Paws for a Cause: Stomping Out Extinction”. This campaign will focus heavily on preserving animal species and their habitats, a cause that has become increasingly relevant due to the state of the Earth’s climate and its effects on previously stable and viable environments.
As part of this campaign, Bombas will introduce a new line of apparel, which includes socks, sweatshirts, and shirts. The apparel will feature a consistent, geometric, animal-based design incorporating the honeycomb pattern Bombas is known for on each clothing item. These products will be available in animal and earth-themed colors, such as shades of brown, blue, green, and red, emphasizing the mission of the campaign. To execute this initiative effectively, Bombas will partner with the World Wildlife Fund (WWF). For each purchase of a piece or set of apparel, 50% of the proceeds will be donated to the WWF, specifically to sectors that emphasize preservation and conservation research and fieldwork. This collaboration will not only contribute to the preservation of endangered species and their habitats but also enhance Bombas's reputation as a socially responsible and environmentally conscious brand.
In addition to the apparel section of the campaign, Bombas will take proactive steps to address the issue of environmental pollution by setting up local clean-up centers in motivated and interested communities, particularly those in heavily affected areas often labeled as "dirty cities." These cities, including Los Angeles, Houston, Newark, San Antonio, Detroit, Fresno, Bakersfield, Dallas, and more, face significant challenges with litter and debris accumulation in their waterways. To effectively support these communities, Bombas will partner with Clearwater Mills, the innovative company behind the creation of the Trash Wheel. This device represents a cutting-edge solution to water pollution, designed specifically to remove garbage and debris from rivers and waterways. The Trash Wheel operates through a combination of water current and solar power, utilizing its rotating mechanism to collect floating trash and debris effectively. By collaborating with Clearwater Mills, Bombas aims to not only address the symptoms of environmental pollution but also tackle its root causes. Through the establishment of local clean-up centers and the deployment of innovative technologies like the Trash Wheel, Bombas seeks to empower communities to take an active role in environmental stewardship while making tangible progress towards cleaner and healthier waterways. This partnership underscores Bombas's commitment to sustainability and its dedication to making a positive impact on both people and the planet.
OBJECTIVES
Celebrity influence has gained popularity as time has gone on, especially with the advent of social media, as reaching audiences has become easier than ever. As a part of a paid media effort, Bombas will recruit well-known names such as Leonardo DiCaprio, Mark Ruffalo, and Shailene Woodley, who have all contributed largely to philanthropic efforts toward sustaining the environment. Sponsored posts on Bombas Instagram will feature these celebrities, each tailored to resonate with different age and genre groups while maintaining a cohesive message and tone. By targeting diverse demographics, the paid media sub-campaign will aim to maximize reach and engagement, driving brand awareness and affinity among environmentally-conscious consumers.
The campaign's compelling narrative and celebrity involvement are designed to attract attention from reputable media outlets such as National Geographic, The Washington Post's climate section, and The New York Times. Through press releases, media pitches, and relationship-building with journalists, Bombas will aim to secure coverage and stories that highlight the brand's commitment to sustainability and social responsibility. Positive mentions in these publications will further amplify brand visibility and credibility, reaching a wider audience of potential consumers through the earned media sub-campaign.
Encouraging user-generated content and fostering audience engagement on social media platforms will be integral to the campaign's success. By incentivizing followers to share their experiences with Bombas products or participate in related challenges and discussions, the shared media sub-campaign will aim to spark authentic conversations and increase brand advocacy. Engaging with user-generated content through likes, comments, and reposts will not only deepen connections with existing customers but also attract new followers and amplify the campaign's reach across social networks.
Bombas will also promote the “Paws for a Cause: Stomping Out Extinction” campaign on their company blog and website. Through blog posts, articles, and infographics similar to the brand's impact report, the owned media sub-campaign will provide in-depth insights into the campaign's goals, progress, and achievements, fostering transparency and trust with consumers. Additionally, the release of a dedicated newsletter focused on the campaign will serve as a direct communication channel with subscribers, driving website traffic and engagement while nurturing ongoing relationships with the brand's audience.
CONCLUSION
All in all, Bombas is an outstanding example of a Benefit Corporation, as demonstrated through its community involvement, charitable contributions, and consumer engagement. It also has displayed phenomenal corporate social responsibility to its employers, making it a welcoming and worthy workplace environment, and to its consumers, who are steadfast in their values and are rewarded with being a part of a greater whole with their purchases. Yet, in every industry and corporation, there is always a margin for improvement and innovation, and enhancing Bombas’ One Purchased = One Donated business model with the “Paws for a Cause: Stomping Out Extinction” campaign will further exhibit the company’s commitment to bettering the world. As the company continues to evolve and innovate, it remains a model in the corporate world, setting a high standard for social responsibility and ethical leadership.
Bibliography
Bombas. (2022). Bombas 2022 Impact Report | Socks | T-Shirts | Underwear | Donations. Bombas; Bombas. https://beebetter.bombas.com/impact#helping-the-helpers
How many Certified B Corps are there around the world? (2024). Bcorporation.net. https://www.bcorporation.net/en-us/faqs/how-many-certified-b-corps-are-there-around-world/#:~:text=There%20are%20currently%20over%206000,tools%2C%20programs%2C%20and%20more
https://web.facebook.com/Brimcosocial. (2021, November 29). Business Statistics You Should Know in 2024 | Brimco. Brimco. https://www.brimco.io/business-statistics-to-know/#:~:text=There%20are%20an%20estimated%20334,333.34%20million%20worldwide%20in%202023
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