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.
As families, we typically champion life’s big moments. Things like first birthdays, summer vacations and graduations. We believe that while those are special, it’s actually the everyday conversations, play and even mistakes that make family worth celebrating. So we concepted dozens of relatable and authentic “magic moments” to help encourage parents to identify and embrace the truly important things in life. Some moments were humorous. And some were touching. But they all featured shoes in a way that never felt forced. In fact, the product practically became part of the family.
42% of women feel “Most advertising is not geared toward women like me.”
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.
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.
The campaign reduced Famous Footwear’s cost-per-spot by approximately 75%, compared to their previous efforts. And it gave them enough high-quality and consistent brand content to support paid, earned and owned channels. And while we can’t share detailed campaign results, we were able measurably move the needle through retargeting the right content to the right customers, measuring views, and then optimizing to the most effective videos to increase brand affinity and improve sales.
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