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Famous Footwear Taps Mojo Ad to Reach the Youth and Young Adult Market

May 31, 2013

MU students involved in Mojo Ad, the Missouri School of Journalism’s ad agency,  recently had an opportunity to make presentations to representatives of Famous Footwear.  The students visited company headquarters, conducted focus groups, and analyzed responses using a mobile app.  Using the app, students were able to upload images as well as personal stories. This type of work can be categorized as Media of the Future, one of the initiatives of Mizzou Advantage.


Story by:  Marissa Ferri

Famous Footwear, a leading shoe retailer of Brown Shoe Company, challenged Mojo Ad to differentiate their brand from other shoe retailers in the market at the beginning of the spring 2013 semester.

The agency, the Missouri School of Journalism’s student-staffed, professional-services advertising agency, targets the Youth and Young Adult (YAYA) market, those in the 18-24 year-old age group. The students in the agency are divided into three teams of 10 to create three different campaigns and provide advertising recommendations in a final presentation at the end of the semester.

Representatives of Famous Footwear and its media agency, Cinncinati-based Empower MediaMarketing, recently visited campus for the final campaign presentation.

The students first presented a situation analysis that covered secondary and primary research on the brand. This was followed with an overview of Famous Footwear’s social media engagement throughout the semester to show consumers’ sentiment and interaction with the brand. Then, each of the teams delivered their campaigns allowing the client representatives to evaluate and give feedback.  See more…