The most important achievement was negotiating the opportunity for Payless to design two pairs of shoes for the contest. The Brand had presence in the three most important events (Typical Dress, Preliminaries and Final Event) and the contestants used those exclusive shoes during the Preliminaries and Final Event.

The primary objective of generating awareness was achieved successfully. Throughout the contest Payless received continuous publicity and media coverage within a beauty/fashion editorial context, thus strengthening the brand and increasing sales by 4% versus the previous year.