DSW
Let Us Surprise You
Category: Convert + Optimize, Influence Behavior
Year: 2025
We turned
a discount
warehouse
into a vivid
emotional
playground for self-expression.
We turned a discount
warehouse into a vivid
emotional playground
for self-expression.
We turned a discount
warehouse into a vivid
emotional playground
for self-expression.
While most millennials shop online, nearly two-thirds of Gen Z still crave the in-store experience. We evolved the beloved yet forgotten DSW brand for this younger audience by reclaiming the visceral joy of discovery. Through the "Let Us Surprise You" platform, we reimagined the DSW warehouse as a playground for exploration. A movement-forward CTV campaign turned the "try-on" experience into a dance of self-expression, while a refreshed visual identity and brand ecosystem reimagined a functional retail trip as a source of joy.
- 31.3% spike in share price, revitalizing shareholder confidence
- $10 10 ROAS within two weeks of the CTV launch
How DSW’s new brand platform showcases the fun of in-person shopping
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“We knew that we were looking for someone who was going to help us really elevate our marketing and sharpen those points of differentiation, because the category is extremely crowded today, and we wanted someone who had the creative chops to help us do that,”
Kelly Ballou, VP of Brand and Creative, DSW on relationship with Crispin in Marketing Dive
