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 they actually bought shoes ranging from $200-$640) and in part because of just how shocked they are to learn they’ve been duped.

Insight: Influencer Overdose

As we interviewed Payless shoppers, we uncovered a backlash sentiment toward elite influencers. As one consumer put it, “Influencers represent all that is wrong in America today.” We hypothesized that public interest in Influencer culture was approaching a tipping point: Mainstream consumers were increasingly surrounded by Influencers, trying to make sense of this, and yet no major Influencer news story had emerged.

Key Message

Get the shoes that elite fashion influencers love for populist prices.

Target Audience

The consumer target consisted of pragmatic, mainstream, budget-conscious shoppers who share a taste for the latest fashions but also a no-bullshit ethos. The influencer target consisted of professional Influencers. We recognized that influencers would have a propensity to share a story that made fun of their own profession.

Creation and Distribution of Assets

We created various videos that told the story of the event, and conducted outreach to media outlets.

Pop-Up Influencer Activation

October 27 & 28 - We hosted an opening party for Palessi. Typical of influencer events, we created an immersive high-touch experience, 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.

Placement in Influencer Media

November 21 - We seeded the story of the pop-up event to the very group that we were making fun of: Fashion Influencers. Influencers rapidly spread word of the Palessi prank across Twitter, FB, and Instagram, turning Palessi into a viral phenomenon.

Mass-Media & Scale

November 28 - To give the pop-up widespread exposure, we seeded its story to mass-market news outlets, TV shows, fashion publications, and celebrity commentators. National television coverage began in late November and continued through mid-February.

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”