When Bombas heard that LGBTQIA+ youth were over-indexing in the homeless community, they announced they'd give 40% of all donation socks directly to that defined group. “We focused Tweets around the uniqueness of both the socks and the community,” says Jessica McGlory, the brand's former director of paid social media marketing.
Involve people within the group you plan to serve
The brand's Twitter messaging was influenced by the actual people the campaign helped. By highlighting charitable partners, brands can help amplify the legitimacy of their efforts and show their audience where their dollars are going.
The Bombas team also made sure to be inclusive within the company. This ensured that their messaging was relevant, authentic, and meaningful. They involved LGBTQIA+ people from the legal department, the customer happiness team, HR, analytics, and the C-suite to strategize and lend their perspective.