• by Larissa Faw , December 18, 2017

Shoe Carnival and agency 22squared are entering the final stages of the shoe retailer's holiday campaign with a media spend that "increases significantly" since its early December debut. 

The strategy first introduced several videos for Instagram Stories and Facebook Carousels and now the campaign is expanding via local TV and TV extensions during the final countdown to the holidays.

The creative is based on an insight from the National Retail Federation Holiday Study 2016 which revealed over 65% of shoppers buy something for themselves during the holidays. 

Brand ambassador Zach King is shown incorporating magic to illustrate how shoppers can receive low shoe prices in a series of 15-second “Surprise! You’re on your list!” national broadcast spots. 

This holiday season is the first time the shoe retailer is focusing its messaging not on giving gifts, but enticing gift givers to purchase items for themselves.