Rack Room Shoes launches real people campaign

By

Cassidy Mantor

Published
Jul 27, 2016

Charlotte, NC-based Rack Room Shoes announced its newest marketing campaign that will source its models from real customers, taking a new approach to authentic storytelling.

Senior Director of Marketing Jan Mauldin explained, "The Real People Project places the customer at the heart of our business, but now, with an added dimension. We aren't just featuring individuals and families – we are building a personal connection by exploring their remarkable everyday stories in an authentic way."

Starting in 2015, the company asked its consumers to share photos of themselves wearing the product. Rack Room Shoes reviewed thousands of photos and narrowed down the pool to a handful of finalists.

"Whether it's one of adventure, heartbreak or simplicity, all of our customers have a special story to tell," said Mauldin.

That first subject chosen for the campaign is named Lauren, a 24 year old from San Antonio who shared her story about her passion and achievements as a dancer.

"The campaign is designed to create compelling and experiential content that celebrates our customers and encourages ongoing engagement with our online audiences. We look forward to sharing the accomplishments and ambitions of the people who shop in our stores," Mauldin concluded.

The Real People project will continue throughout the year as Rack Room Shoes introduces 4 "real people" to their consumers to further tell their brand story.