The aim is to go viral among socially-engaged consumers. The viral factor is the notion of being part of a movement for change (in terms of labor exploitation) and the mechanism that enables word of the campaign to spread is the inherent passing along of the gesture. The campaign capitalizes on the trend of growing concern for environmental and social issues.

 

Emphasis will be put on content marketing distributed through owned media. Blogs, posts and videos about the communities that Kala is supporting will be made for Kala’s website and social media pages (Instagram, Youtube, Twitter, Facebook). Marketing collaterals on owned media will serve the goal of incentivizing participation and ultimately catalyzing consumer activity on earned channels. Emails detailing the goals and details of the campaign will be sent to newsletter subscribers. Additionally, customers will be encouraged to share their participation in the campaign on social media using #passalongthekindness and #Kala. Advertising will be used to support market penetration for the US and gain an upper hand over competitors who underutilize advertising.