Situation

As a budget shoe retailer from Middle America, Payless had stigmatized by fashion influencers as a low-quality and fashion-backward place to shop. Its going in and out of bankruptcy in 2017 added to this stigma. However, Payless had added a variety of fashion-forward shoes to its portfolio, and wanted to announce that the store was a great place to shop for high quality yet affordable high fashions.

The Brief

From Thanksgiving through the Holiday Season, consumers are bombarded with tremendous amounts of advertising clutter. Payless’ holiday advertising has in the past gotten lost. This year, we want to advertise Payless’ Holiday and Winter shoes in a way that breaks through in this extremely cluttered media environment.

Objectives

Increase awareness of Payless during the holiday season

Communicate value-for-money proposition of Payless’ new shoe portfolio

Create social media buzz

We opened a fake luxury store in LA, called it Palessi, and filled it with Payless shoes marked up by 1800%. We then invited fashionista influencers to an exclusive launch party. We conducted interviews throughout the day asking party guests to express their thoughts on the brand, planning to use their responses as footage in what ultimately became the commercial. The campaign entertains in part because of how thoroughly the Palessi branding persuades the fashionistas that the shoes are luxury items worth their enormous price tags (so much so that they actually bought shoes ranging from $200-$640) and in part because of just how shocked they are to learn they’ve been duped.

Data Gathering: Populist Fashionistas

Data revealed that our target shared a populist streak as well as an extreme interest in fashion. We explored this unexpected pairing in research and uncovered a tension. On one hand, these consumers had developed a taste for the fashion-forward items that Influencers were posting. On the other hand, most could not afford these items, and rejected influencer culture as either too superficial or too materialistic.

Target Audiences:

Consumer target: mainstream, budget-conscious shoppers.

Influencer target: fashion influencers.

Approach: Pranking Influencers, Across Platforms

We decided to pursue a unique influencer marketing approach of pranking influencers. We convinced influencers to pay 1800% mark-ups for Payless shoes, effectively endorsing these fashions for everyday Americans who could only the $10-$40 price range. Counter-intuitively, we also used this approach to gain the respect of fashion influencers, knowing that most professionals love and share humorous critiques of their industries.

Influencer Event

10/28 - We hosted an opening party for Palessi. Typical of influencer events, we recruited through social media, and used video to capture testimonials about the quality of the products and the “attitude” of the brand. The difference was that the event was “fake,” and the shoes were from Payless. We created videos of influencers endorsing the shoes.

Influencer Pubs

11/21 - followed the unusual strategy of seeding the story to the group that we were making fun of: Fashion Influencers. With a provocative press release, we targeted influencer trades, encouraging them to post stories to their social channels so that influencers could easily share. Adweek’s posting became its most shared story of 2018.

Earned Media Placement & Scale

11/28 - Avoiding ‘pay to play,’ we used an earned media approach, seeding influencer video testimonials to mass-market news outlets, TV shows, fashion publications, and social commentators.

Conversation spilled into popular culture globally:

8.8 billion total global earned media impressions (excluding TV/digital buy which began Dec 5th)

- Featured in 1,641+ broadcast shows across the U.S. alone

- Feature segments in Good Morning America, The Late Show with Stephen Colbert, The

Steve Harvey Show, Ellen DeGeneres, The Real and MSNBC

- Forbes: “Brilliant Palessi Stunt”

- USA Today: “Genius marketing”

- The Washington Post: “The Prank of the Century”

- Maxim: “Don Draper-Level Brilliant Marketing”

1.5 billion+ impressions across Facebook & Twitter, spreading broadly through fashion, finance, hip hop and even sports.

- Questlove: “Champion Trolling”

- Barstool Sports: “Take a freaking bow, Payless. It actually makes me want to go shopping

at Payless because of how they dunked so hard on “influencers”

23% increase in Unaided Awareness

42% increase in Brand Consideration

46% increase in “Brand is Better Value”

Source: Payless Brand Tracker (among W18-49 buyers)