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 resonated with female shoppers by drawing from real-life mom insights. It was a believable marriage between brand and promotional messaging — Payless women speaking directly to camera while sharing a bit of go-to girlfriend intel about the store, the shoes and other brand benefits.
Brand, Humor, Retail, Video/TV, Women
February 11, 2020