Famous Footwear launched its first nationwide branding, advertising and
social media campaign with the tagline, “Make Today Famous.” The
branding campaign includes Famous Footwear's first-ever national cable
television advertising campaign and radio spots in 47 major cities.
“Our research tells us that consumers are making a dramatic shift in
shopping habits – value, versatility and convenience are more important
now than ever, and people are buying to satisfy needs over wants,
though they're still interested in unique offerings. We also learned
from our consumers that it is an emotionally transformative moment when
they find the right pair of shoes at the right price that are
convenient to obtain and offer something unique like a great brand or
new fashion trend. From these learnings we created Make Today Famous, a
new mindset that touches all aspects of our business, and inspires our
customers' walk through life by delivering compelling value, nationally
recognized brands and convenient, easy-to-shop stores,” said Brown Shoe
President-Retail Joe Wood.
The campaign also features a significant social/digital media component
that includes dedicated website MakeTodayFamous.com, online banner ads,
a Facebook page, YouTube channel (www.youtube.com/Fam0usFootwear, with
a zero in place of the “o” in the word “Famous”), Twitter handle
(@Famous_Footwear) and viral video.
A 30-second video “teaser” released on Father's Day, which shows a dad
swaddling his newborn son and raising him into the air to give the
giggling child a different view of the world, garnered approximately
70,000 views in the first 48 hours. More videos are planned, including
a soon-to-be released digital short, and will be available at
MakeTodayUnexpected.com, which launches August 3 and includes fun and
interactive shoe-themed quizzes and games.
“The concept of being famous has changed with the advent of social
media. Through Facebook, Twitter, YouTube and other outlets, we all
have our own private stage to perform for an audience of friends,
family and others, making us a little bit famous. We want to make our
customers' day Famous with nationally recognized “famous” brands, great
value and the inspiration that comes from finding just the right shoe.
'Make Today Famous' captures this essence in a high touch, interactive
campaign that will resonate with our consumers, not only during Back to
School but long after,” said Brown Shoe Senior Vice President-Retail
Marketing Will Smith.
