Rack Room Shoes launches the Real People Project campaign

National retailer evolves its marketing strategy to uniquely spotlight customers

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Jul 27, 2016, 01:13 ET

CHARLOTTE, N.C., July 27, 2016 /PRNewswire/ -- For more than a decade, Rack Room Shoes has featured real customers – instead of professional models – in all of its seasonal advertisements, selected through the retailer's annual Models Wanted contest. The family footwear retailer announced today the evolution of this well-known initiative with the launch of The Real People Project. The new content-driven campaign aims at celebrating the unique lives of Rack Room Shoes' customers through authentic storytelling.

Rack Room Shoes is celebrating its customers by launching the Real People Project. Meet Lauren. She's working hard to make her dreams come true, one dance at a time. See where Lauren - a Real Customer - takes her Rack Room Shoes.

"Whether it's one of adventure, heartbreak or simplicity, all of our customers have a special story to tell," said Rack Room Shoes Senior Director of Marketing Jan Mauldin. "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."

Beginning in fall 2015, Rack Room Shoes began requesting its customers to share images of themselves through the retailer's online and social media channels. From a pool of thousands of entrants, the company conducted a series of interviews to uncover the ordinary and extraordinary events in the everyday lives of its customers. Rack Room Shoes has hand-selected four individuals for the 2016 campaign – and introduced its first subject, Lauren, to its audiences on July 24.

A production crew traveled to Lauren's hometown in San Antonio to capture the essence of her story to share with the retailer's online communities through a collection of images and videos. Lauren's story revolves around her passion for performance, dance and meaningful relationships – while her beloved state of Texas serves as the backdrop to her many achievements and endeavors. Watch Lauren's story.

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

About Rack Room Shoes
Headquartered in Charlotte, N.C., Rack Room Shoes is the family footwear retailer of choice. Known as an innovator in the shoe industry for more than 90 years, Rack Room Shoes offers nationally recognized and private brands of shoes for men, women and children in comfort, dress, casual and athletic categories. Visit www.rackroomshoes.com.

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SOURCE Rack Room Shoes