Discount shoe retailer Payless opened a fake luxury store and convinced influencers to pay $600 for $20 footwear

Business Insider | 11/29/2018 | Tom Murray, INSIDER
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Would you pay $600 for a pair of Payless sneakers?

Some influencers would.

Part - Ad - Campaign - Discount - Shoe

As part of a viral ad campaign, the discount shoe retailer opened up a luxury shoe store and filled it with its cheap footwear.

Branded "Palessi," the company managed to trick fashion influencers into paying over the odds for its discount shoes.

AdWeek - Reactions - Prank - Victims - Cable

According to AdWeek, the reactions of the prank victims will be used for cable TV and social media ads.

The influencers were given their money back and got to keep the shoes for free.

Payless - Fun - Expense - Influencers

Payless had some fun at the expense of influencers recently.

With some help from advertising agency DCX Growth Accelerator, the discount shoe retailer filled a former Armani store with its own shoes and added an additional zero onto its regular prices.

Fashion - Influencers - Look - Brand

It then invited fashion influencers to get an exclusive first look at the new brand.

What did they call it? Palessi, of course.

Influencers - Line - Sinker - Experiment

Naturally, the influencers fell hook, line, and sinker for the experiment.

A series of videos released by the retailer showed their guests waxing lyrical over...
(Excerpt) Read more at: Business Insider
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