- Would you like to pay $ 600 for a pair of Payless sneakers?
- Some influencers would do it.
- As part of a viral advertising campaign, the discount shoe retailer opened a luxury shoe store and filled it with his cheap shoes.
- Under the brand name "Palessi", the company has managed to get fashion influencers to pay a high price for its shoes at discount prices.
- According to AdWeek, joke victims' reactions will be used for advertising on cable TV and social media.
- The influencers were reimbursed and were able to keep the shoes free.
Payless has recently been amused at the expense of influencers.
With the help of the advertising agency DCX Growth Accelerator, the discount shoe retailer bought his own shoes in a former Armani store and added an extra zero at his usual prices.
He then invited fashion influencers to get a first idea of the new brand.
How did they call it? Palessi, of course.
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Naturally, the influencers fell to the ground for the experiment.
A series of videos released by the retailer showed its customers that the "sophisticated" shoe was lyrical, and that they could say that it was "made with high quality materials".
Some even paid $ 200, $ 400 and even $ 600 for shoes normally sold between $ 19.99 and $ 39.99.
Palessi sold for more than $ 3,000 worth of shoes during his first three hours of opening.
However, the company has been generous enough to return the money spent by the victims of its farce and even let them keep the shoes free.
The cameras also captured the invaluable reactions of the said victims when they were told that the shoes were not designer shoes and actually came from Payless.
According to AdWeek, these reactions will be broadcast in a series of ads on cable networks and social media.
Payless "wanted to push the genre of social experimentation to new extremes, while using it to make a cultural statement," said Doug Cameron, creative director of DCX Growth Accelerator, at the trade publication .
"The campaign takes advantage of the huge difference and aims to remind consumers that we are still a good place to buy affordable clothing," added Sarah Couch, Payless's marketing director.