The tricky thing about marketing to women is, if it doesn’t sound authentic, they’ll tune out or turn off. This simple, honest campaign resonates with female shoppers by drawing from real-life mom insights. It’s a believable marriage between brand and promotional messaging. Payless women speak directly to camera while sharing a bit of go-to girlfriend intel about the store, the shoes and other brand tenets.

Payless Shoes “Mommy Time” :30 from martha porter fiszer on Vimeo.

Payless Shoes “Fashion Show” :30 from martha porter fiszer on Vimeo.