A UGC-driven hashtag campaign built to turn everyday DSW customers into brand advocates — encouraging shoppers to share how they style their favorite finds across Instagram and Facebook, then spotlighting real customer photos across owned channels.
DSW wanted its social presence to feel less like a catalog and more like a community — leaning on real customers as the most authentic voice for the brand, rather than relying solely on studio product photography. The goal was to build a campaign that felt genuinely customer-driven, not just customer-featured.
The campaign centered on #MyDSW, inviting shoppers to snap, tag, and share their favorite shoe moments for a chance to be featured on DSW's own channels and website. A dedicated landing page collected and displayed submissions, giving customers a sense of ownership over the brand's content. Owned Instagram and Facebook content wove real customer photos in alongside seasonal moments like Cyber Monday, keeping the feed feeling current, community-driven, and worth checking back on.
The #MyDSW campaign turned everyday customers into an ongoing source of brand content — building a library of authentic, shoppable photography that felt more trustworthy and relatable than traditional product shots and giving customers a reason to actively participate in the brand rather than just shop it.
Campaign content across Facebook, Instagram, and the DSW website.
