Getting customers pumped up about points

How does an iconic shoe brand get its customer rewards program off on the right foot?

For Steve Madden, the answer was trusting JK to infuse SM PASS with the same bold attitude that’s converted millions of footwear fans into fervent Maddenites.

To figure out what would excite shoe shoppers about earning points, JK did some strategic brainstorming with the Steve Madden team, and took a deep dive into the results of their customer research. The key insight it revealed: It’s about more than discounts—it’s about getting behind the velvet rope to access exclusive events, secret sales, and hot styles.

The next step was “Rewards Gone Madden,” a tagline that captures the edgy feel of the parent brand and the you’re-in-the-club spirit of SM PASS.

That became the centerpiece of a fast-paced launch video designed to get customers pumped up about the program—and they did, with more than 8,000 sign-ups within the first two weeks.