![]() ![]() The DIFF story is a classic example of social entrepreneurship gone right. We want everyone to feel good about supporting DIFF because what we’re doing is sustainable,” Dime says. "We’re learning from everything we’re doing how we can be better and how we can work hands on with our partners. Through the program, artisans create handmade African pouches – which DIFF purchases and sells – and profits support the development of nurseries, schools and help the local community. Additionally, the company’s charity partners help provide reading glasses, prescription glasses, sunglasses and eye exams for those in need across Africa and other countries supported by charitable partners. The team is working on several initiatives partnering with organizations like Eyes on Africa, Restoring Vision and the Sabo Project, an initiative to provide mentorship, education and employment to local tailors in Aura, Uganda. To date, DIFF has donated more than 200,000 pairs of reading glasses or eye exams and is expecting this figure to exceed 300,000 or more by the end of 2017.Īnd while the one-for-one giving model is growing in popularity, Dime states it’s simply the most digestible version of how DIFF gives back. “Influencers like partnering with us because it’s enhancing their reputation by supporting a company that’s doing good in the world,” Gordan says. The charitable aspect of DIFF helps infuse purpose in the business, for customers and for influencers. “Reality TV was a great outlet because it’s relatable for people in a way that’s different from mainstream celebrities.” Following early success working with reality stars, the team began working with more celebrities in different markets – each campaign bringing new, unique audiences to DIFF's platform.īut for DIFF, generating revenue and building a well-known brand are only a part of the equation. And as millennial consumers are buying differently and are considering social responsibility as a primary factor in purchasing, it's paid off.Īccording to Gordan, “We knew people were engaged in the lives of reality stars and were connecting with them on social media.” Following this realization, the team began working with former Bachelor contestants like Jade Roper Tolbert, Tanner Tolbert and JoJo Fletcher. ![]() DIFF knew that a unique strategy was needed to tap into the market and succeed.īy leveraging an aggressive influencer marketing strategy, DIFF has paired up with celebrities and reality TV stars to attract new audiences by promoting their shades and charitable mission. ![]() The eyewear market is a $90 billion per year industry and growing, expected to exceed $140 billion by 2020. ![]()
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