Steve Madden, Leading Footwear Brand

Steve Madden is the founder of the eponymous footwear company from New York. Having modest investment yet a strong sense of consumer trends, Steve started selling his signature chunky platform shoes to small shops in Manhattan in 1990 right from the trunk of his car. His daring designs with a rebellious spirit got a firm foothold in the hearts of on-trend men and women and became a global phenomenon, now sold in over 80 countries worldwide.

Steve Madden infuses his pieces with boldness and innovative chic, drawing inspiration from music, pop culture and “pounding the pavement” of the streets all over the world. Beyond its notable collection of footwear, his company also offers exclusive lines of accessories and apparel, frequently collaborates with iconic celebrities, and creates products for private labels.

To strengthen its presence in Portugal, Steve Madden runs a dedicated online store for the country and promotes its offers to local shoppers on Google Shopping, Facebook, and TikTok. But as its catalog expanded with more and more distinct products, marketing them with no proper organization turned out frustratingly inefficient.

Steve Madden needed a way to assort items for different advertising goals, such as new arrivals, bestsellers, and seasonal sales. But its catalog’s complex structure and diversity made this a huge challenge. Steve Madden wanted to flexibly group products based on their existing information instead of wasting hours on sorting out each item manually.

So, Steve Madden began looking for an app that would help effectively organize its products for promoting on its marketing channels and not need constant manual supervision.

Steve Madden found the Mulwi Shopping Feeds app while researching top product feed management tools. Mulwi included pre-built yet fully customizable feed templates for all the channels Steve Madden advertised on, which was just what the company required. To speed up the tailoring of these feeds to its business needs, Steve Madden contacted the app’s support team for assistance.

Mulwi’s seasoned specialists quickly connected with Steve Madden and thoroughly went over its challenges and goals. Their close collaboration resulted in a personalized solution that not only met all of Steve Madden’s expectations but even exceeded them.

A natural solution to Steve Madden’s product organization problem was custom labels, as they were supported by each of its marketing channels and could flexibly present any data. Steve Madden had already outlined the basic logic for 5 unique custom labels beforehand, but it wasn’t sure how to correctly implement them in the Mulwi feeds.

Mulwi’s versatile dynamic expressions tool easily turned Steve Madden’s product labeling concept into reality. The app’s team helped Steve Madden create several custom expressions that automatically put together the correct label based on the product's other data, such as collection names and tags, covering every possible grouping case.

Mulwi helped Steve Madden organize 3K+ product variants for ad campaigns using 5 custom labels

Working hand in hand with Mulwi’s experts, Steve Madden then crafted personal product feeds for Google Shopping, Facebook Dynamic Ads, and TikTok Ads. The app’s intuitive feed customization made adding custom labels to these feeds a breeze, so Steve Madden quickly got its products in the feeds sorted out without having to change its store’s original data.

Since custom labels had similar requirements across all of its marketing channels, Steve Madden was able to reuse the same expressions in all necessary product feeds at once, saving resources and simplifying the structure to manage.

After finishing the initial configuration under the Mulwi team’s guidance, Steve Madden took the reins and connected its product feeds to Google Shopping, Facebook, and TikTok by itself.

Steve Madden chose to upload feeds over URL and entrust Mulwi to handle the updates, which greatly simplified the submission of new files. This setup gave Steve Madden full confidence that its campaigns would always promote the latest listings, saving it the trouble of both updating 3K+ items manually and overseeing the whole advertising process 24/7.

Steve Madden then used the data from Mulwi’s feeds to successfully launch ad campaigns on all its 3 marketing channels in Portugal.

Thanks to the custom labels, Steve Madden accurately placed its products in the right campaigns and advertised them to their intended audiences. These highly targeted campaigns collectively generated 10K+ clicks each week, steadily bringing in new customers.

In its review on the Shopify App Store, Steve Madden shared that it was consistently amazed by the support from the Mulwi team. The excellent level of service and quick, committed communication earned Mulwi’s experts a solid 10/10.

Steve Madden was glad to find the feed management tool that took care of everything it needed and gave Mulwi a strong recommendation.