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Brown Shoe Launches First Famous Footwear National Branding Campaign

Brown Shoe: Make Today Famous

Brown Shoe: Make Today Famous

ST. LOUIS, Jul 15, 2009 — Famous Footwear (www.famousfootwear.com) today announced its first nationwide branding, advertising and social media campaign that will reach consumers across the country with an empowering message – Make Today Famous.

“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,” said Brown Shoe President-Retail Joe Wood.

Brown Shoe: Make Today Electric

Brown Shoe: Make Today Electric

“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,” Wood added.

 To unveil Make Today Famous to consumers nationwide, Famous Footwear, a more than 1,100-store retailer of brand name footwear for the family, is implementing its largest, most integrated branding campaign to date.

The campaign kicks off the retailer’s Back-to-School season, a time when more people are shopping for shoes than most other times during the year, and includes Famous Footwear’s first-ever national cable television advertising campaign and radio spots in 47 major cities.

The campaign features a significant social/digital media component that includes dedicated website MakeTodayFamous.com, online banner ads, a Facebook page, YouTube channel (www.youtube.com/Fam0us Footwear, with a zero in place of the “o” in the word “Famous”), Twitter handle (@Famous_Footwear) and viral video.

In fact, 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.