Shoe Carnival has a long history of mixing business with charitable giving at both local and national levels. This month the shoe retailer and ad shop 22squared are introducing the largest charity-oriented social media campaign in the retailer’s history.
Utilizing Shoe Carnival's social media platforms across Facebook, Twitter, Instagram, Pinterest and YouTube, as well as paid social media advertising, the campaign aims to help raise awareness and money in the fight against pediatric cancer.
The effort aligns with advocacy groups Coaches vs. Cancer and Princess Lacey's Legacy to sell a special pair of gold shoelaces honoring Lacey Holsworth, a Michigan State basketball fan (pictured with then MSU Star Adreian Payne) who lost her battle with pediatric cancer in 2014. Lacey is from Lansing, MI and Shoe Carnival has stores in Lansing, MI.
As part of the outreach, people are encouraged to use the hashtag #LaceUpForLacey across their social media channels. There are also animated videos and images, such as gold laces that spell out words like “Tag You’re It”, and “Be Someone’s Sunshine.” Shoe Carnival’s Twitter feed will also incorporate messages, such as “Tag You’re It” and “Help fight pediatric cancer w/ Princess Lacey’s Laces.”
Furthermore, Shoe Carnival is also sharing videos of college basketball coaches sharing how their lives have been touched by cancer, urging social media users to purchase Lacey’s Laces.
These special laces will be available exclusively at Shoe Carnival stores and on its website .
Full proceeds from the sale of these special laces will benefit The American Cancer Society's Coaches vs. Cancer organization and Princess Lacey's Legacy. Shoe Carnival will not receive profit from the sale of these laces and has dedicated a large portion of their monthly social budget to support this initiative.