Famous Footwear launches first national ad campaign


The St. Louis Business Journal reports Brown Shoe Co. has launched its first nationwide branding, advertising and social media campaign for its Famous Footwear retail stores, in time for back-to-school shopping. The campaign includes Famous Footwear’s first-ever national cable television advertising campaign and radio spots in 47 major cities.

Erin Conroy, a spokeswoman for Brown Shoe, told the paper that the campaign is the largest, most integrated campaign in Famous Footwear’s nearly 50 year history.

The campaign’s social and digital media component includes a new Web site, online banner ads, a Facebook page, YouTube channel, Twitter handle (@Famous_Footwear) and viral video.

The company’s 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 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 www.MakeTodayUnexpected.com, which launches 8/3, according to the story.

St. Louis-based Brown Shoe owns and markets shoes under the Naturalizer, LifeStride, Connie, Buster Brown and other brands; and operates the Famous Footwear and Naturalizer retail stores.