One shoe project is a sales model created by Tmall together with seven footwear brands, providing an online service mode for people with disability allowing them to purchase one shoe for only half the price. people can choose left or right, buy one shoe, one that fits them just right.

This campaign gave consumers a brand-new consumption experience and creative idea, allowing consumers to have a better consumption experience ,also enhanced the brand's appeal.

There are more than 2 million amputees in china. Among them, a large number of people only wear one shoe. For people with high amputation, people who cannot afford prosthetics, or those having discomfort wearing prosthetics, most of the time they would have no choice but to stay inside. Shoe purchasing has become one of their biggest challenge and trouble: they buy a pair of shoes just to throw away one of them.

As one of the largest e-commerce platforms, Tmall, can we find a way to help this group of people to solve this trouble?

As an influential e-commerce platform, we can gather the power of lots of brands. What can we do with these brands?

On October 22, 2021, as the 11th China’s Disabled Games begins, Tmall has launched the #OneShoe Project together with seven footwear brands, providing an online service mode for people with disability allowing them to purchase one shoe for only half the price. people can choose left or right, buy one shoe, one that fits them just right.

In addition to the online sales plan, Tmall also invited Chinese National Para Games athletes to voice for the # One-Shoe Project, featuring them in the campaign film and print posters to call on more brands to join the # One-Shoe Project.

1/ Our strategy is to unite more brands to participate. The more brands participate, the greater the communication power and the wider the choices of consumers.

2/ We chose the opening period of the National Paralympic Games, and invited the Chinese National Paralympic Games athletes to speak for the #One - Shoe Project, and featured them as the protagonists in the event promotional videos and printed posters, calling on more brands to join To #One Shoe Project

1) We need to find footwear brands to join together, we found Reebok/Skechers/HUI Li/Semir/ECCO/Jordan/Camel to participate together.

2) Brands design and produce products according to the VI guidelines we provided.

3) During the National Paralympic Games, we launched on Tmall, and meantime , we launched a communication film and series of poster which are involved some influential disabled people to expand this campaign.

300+ Million total media impression;

9 Times Trending on largest social media platform in China;

210+ Million total views online;?340,000 total online discussions across China’s social media;

11 Million hash-tagged Douyin videos;

300+ Media coverage;

98 Purchases made by people with disability.

Tmall has launched the #OneShoe Project together with seven footwear brands, providing an online service mode for people with disability allowing them to purchase one shoe for only half the price. people can choose left or right, buy one shoe, one that fits them just right.

This project is a creative idea created specifically for people with one foot to buy shoes.