Famous for Families.

Famous Footwear offers several benefits: low prices, convenience, major brands and a strong loyalty program. These benefits, however, don’t resonate as a primary driver of consideration for millennial women.  They want to understand a brand’s values and have a shopping “experience” with brands that they feel connected to.  While Famous Footwear has always been about family, there was an opportunity to align values and connect with millennial moms by sharing our understanding of what it takes to run a modern family.  

Partner IMM

the challenge

Famous Footwear offers several benefits: low prices, convenience, major brands and a strong loyalty program. These benefits, however, don’t resonate as a primary driver of consideration for millennial women.  They want to understand a brand’s values and have a shopping “experience” with brands that they feel connected to.  While Famous Footwear has always been about family, there was an opportunity to align values and connect with millennial moms by sharing our understanding of what it takes to run a modern family.  

DID YOU KNOW

42% of women feel “Most advertising is not geared toward women like me.”

Interaction

Our team ran an extremely efficient, five-day shoot, in six locations with over 35 talent (including puppies) to produce 17 broadcast-quality videos - enough to support a robust digital content plan to allow Famous Footwear to be “always on”. While all videos were created to drive brand awareness and align values, a majority of the content was crafted to feature different product categories and situations to resonate with very specific variations of the target audience.  

Results

The campaign greatly reduced Famous Footwear’s cost-per-spot compared to previous efforts. And it gave them enough high-quality and consistent brand content to support paid, earned and owned channels.

What’s important in this case study

Brands need to be able to serve the correct message to different audiences in real-time without spending a lot of money. Our dynamic production mindset and strategic leadership allows us to be innovative enough to generate customized content that will drive the right views from the right customer. 

Explore More Work

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