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帕利西
案例简介：为什么这项工作与媒体相关？ 这场运动引起了全球媒体的轰动。这场运动风靡一时，导致了国内和国际媒体的报道，总计超过8.8亿国际获得的媒体印象 (不包括12月5日开始的电视购买)。Adweek的故事成为所有2018年上该出版物阅读最多的文章。 背景 情况 作为来自中美洲的廉价鞋类零售商，Payless被时尚影响者污蔑为低质量和时尚落后的购物场所。破产的进出2017年增加了这种耻辱。然而，Payless在其产品组合中增加了各种时尚前卫的鞋子，并想宣布这家商店是购买高质量但负担得起的高级时装的好地方。 简报 从感恩节到假期，消费者都受到大量广告混乱的轰炸。Payless的假期广告过去已经丢失了。今年，我们希望在这种极其混乱的媒体环境中，以一种突破的方式宣传payless的假日和冬季鞋。 目标 在节日期间提高对无报酬的认识 传达payless新鞋子投资组合的物有所值主张 创建社交媒体嗡嗡声 描述创意/见解 (投票30%) 我们在洛杉矶开了一家假奢侈品商店，叫做Palessi，里面装满了标价1800年 % 的无薪鞋。然后，我们邀请时尚达人参加独家发布会，并向他们询问有关该品牌的问题，并计划将他们的回应用作最终成为广告的镜头。 社会文化见解推动了这场运动。我们有三个社会文化假设，这些假设被证明是正确的，并引起了媒体的广泛报道。 1.品牌线索的最高影响力。品牌线索改变了人们对产品价值的看法，但没有人曾将价格的非理性检验到这种极端。我们假设，即使是专家也可能受到影响，以支付超过1800% 的价格加价。 2.影响者作为文化爆发点。我们假设公众对影响者文化的兴趣正在接近一个临界点: 主流消费者越来越多地被影响者包围，试图理解这一点，但没有重大意义 描述策略 (投票20%) 目标受众。 消费者目标包括务实，主流，注重预算的购物者，他们既喜欢最新时尚，又喜欢胡扯。影响者的目标由专业影响者组成。我们认识到，有影响力的人倾向于分享一个取笑自己职业的故事。 媒体规划/创建和资产分配。 我们制作了各种视频来讲述事件的故事。当我们在两个电视广告数字上推出该资产时，我们还对媒体进行了广泛的宣传。 方法 当我们采访无薪购物者时，我们发现了对精英影响者的强烈反对情绪。正如一位消费者所说，“影响者代表了当今美国所有的错误。” 我们假设公众对影响者文化的兴趣正在接近一个临界点: 主流消费者越来越多地被影响者包围，试图理解这一点，但没有重大的影响者新闻故事出现。 描述执行 (投票20%) 影响者事件 10/28-我们为Palessi举办了一个开幕派对。典型的有影响力的事件，我们通过社交媒体招募，并使用视频捕捉关于产品质量和品牌 “态度” 的推荐。不同的是，这次活动是 “假的”，鞋子是来自Payless的。我们制作了有影响力的人认可这双鞋的视频。 影响者酒吧 11/21-我们遵循了不寻常的策略，将故事播种到我们取笑的小组: 时尚影响者。通过挑衅性的新闻稿，我们针对有影响力的交易，鼓励他们在社交渠道上发布故事，以便有影响力的人可以轻松分享。Adweek的帖子成为其分享最多的故事2018年。 获得媒体投放和规模 11/28-避免 “付费游戏”，我们使用了赢得媒体的方法，将有影响力的视频推荐播种到大众市场新闻媒体，电视节目，时尚出版物和社会 列出结果 (投票30%) 对话蔓延到全球流行文化中: 88亿全球赚取的媒体印象总数 (不包括开始12月5日的电视/数字购买) 遍布全球49个国家 仅在美国的1,641广播节目中就有特色 《早安美国》、《与斯蒂芬·科尔伯特的晚间秀》、《史蒂夫·哈维秀》、《艾伦·德杰尼勒斯秀》、《真实》和《MSNBC》中的专题片段 福布斯: “辉煌的帕莱西特技” 今日美国: “天才营销” 《华盛顿邮报》: “世纪的恶作剧” 马克西姆: “唐·德雷珀级辉煌营销” 跨F的15亿 + 印象acebook & Twitter，通过时尚、金融、嘻哈甚至体育广泛传播。 Questlove: “冠军拖钓” 酒吧凳运动: “鞠躬，无薪。这实际上让我想去Payless购物，因为他们对 “有影响力的人” 如此努力 23% 提高独立意识 42% 增加品牌考虑 46% 增加 “品牌是更好的价值”
帕利西
案例简介：Why is this work relevant for Media? This campaign became a global earned media sensation. The campaign went viral and led to an onslaught of national and international media coverage totaling over 8.8 Billion total international earned media impressions (excluding TV buy which began Dec 5th). That Adweek story became the most read article on the publication in all of 2018. Background Situation As a budget shoe retailer from Middle America, Payless had been stigmatized by fashion influencers as a low-quality and fashion-backward place to shop. Its going in and out of bankruptcy in 2017 added to this stigma. However, Payless had added a variety of fashion-forward shoes to its portfolio, and wanted to announce that the store was a great place to shop for high quality yet affordable high fashions. The Brief From Thanksgiving through the Holiday Season, consumers are bombarded with tremendous amounts of advertising clutter. Payless’ holiday advertising has in the past gotten lost. This year, we want to advertise Payless’ Holiday and Winter shoes in a way that breaks through in this extremely cluttered media environment. Objectives Increase awareness of Payless during the holiday season Communicate value-for-money proposition of Payless’ new shoe portfolio Create social media buzz Describe the creative idea/insights (30% of vote) We opened a fake luxury store in LA, called it Palessi, and filled it with Payless shoes marked up by 1800%. We then invited fashionista influencers to an exclusive launch part and asked them question about the brand, planning to use their responses as footage in what ultimately became the commercial. Socio-cultural insights drove this campaign. We had three socio-cultural hypotheses that proved correct and generated significant media coverage. 1. The Supreme Influence of Brand Cues. Branding cues alter perceptions of a product’s value, but nobody had ever tested price irrationality to this extreme. We hypothesized that even experts can be influenced to pay price mark-ups of over 1800%. 2. Influencers as Cultural Flashpoint. We hypothesized that public interest in Influencer culture was approaching a tipping point: Mainstream consumers were increasingly surrounded by Influencers, trying to make sense of this, and yet no major Describe the strategy (20% of vote) Target Audience. The consumer target consisted of pragmatic, mainstream, budget-conscious shoppers who share a taste for the latest fashions but also a no-bullshit ethos. The influencer target consisted of professional Influencers. We recognized that influencers would have a propensity to share a story that made fun of their own profession. Media Planning/Creation and Distribution of Assets. We created various videos that told the story of the event. While we launched the asset on both TV ad Digital, we also conducted extensive outreach to media outlets. Approach As we interviewed Payless shoppers, we uncovered a backlash sentiment toward elite influencers. As one consumer put it, “Influencers represent all that is wrong in America today.” We hypothesized that public interest in Influencer culture was approaching a tipping point: Mainstream consumers were increasingly surrounded by Influencers, trying to make sense of this, and yet no major Influencer news story had emerged. Describe the execution (20% of vote) Influencer Event 10/28 - We hosted an opening party for Palessi. Typical of influencer events, we recruited through social media, and used video to capture testimonials about the quality of the products and the “attitude” of the brand. The difference was that the event was “fake,” and the shoes were from Payless. We created videos of influencers endorsing the shoes. Influencer Pubs 11/21 - We followed the unusual strategy of seeding the story to the group that we were making fun of: Fashion Influencers. With a provocative press release, we targeted influencer trades, encouraging them to post stories to their social channels so that influencers could easily share. Adweek’s posting became its most shared story of 2018. Earned Media Placement & Scale 11/28 - Avoiding ‘pay to play,’ we used an earned media approach, seeding influencer video testimonials to mass-market news outlets, TV shows, fashion publications, and social List the results (30% of vote) Conversation spilled into popular culture globally: 8.8 billion total global earned media impressions (excluding TV/digital buy which began Dec 5th) Spread globally to 49+ countries Featured in 1,641+ broadcast shows across the U.S. alone Feature segments in Good Morning America, The Late Show with Stephen Colbert, The Steve Harvey Show, The Ellen DeGeneres Show, The Real and MSNBC Forbes: “Brilliant Palessi Stunt” USA Today: “Genius marketing” The Washington Post: “The Prank of the Century” Maxim: “Don Draper-Level Brilliant Marketing” 1.5 billion+ impressions across Facebook & Twitter, spreading broadly through fashion, finance, hip hop and even sports. Questlove: “Champion Trolling” Barstool Sports: “Take a freaking bow, Payless. It actually makes me want to go shopping at Payless because of how they dunked so hard on “influencers” 23% increase in Unaided Awareness 42% increase in Brand Consideration 46% increase in “Brand is Better Value”
Palessi
案例简介：为什么这项工作与媒体相关？ 这场运动引起了全球媒体的轰动。这场运动风靡一时，导致了国内和国际媒体的报道，总计超过8.8亿国际获得的媒体印象 (不包括12月5日开始的电视购买)。Adweek的故事成为所有2018年上该出版物阅读最多的文章。 背景 情况 作为来自中美洲的廉价鞋类零售商，Payless被时尚影响者污蔑为低质量和时尚落后的购物场所。破产的进出2017年增加了这种耻辱。然而，Payless在其产品组合中增加了各种时尚前卫的鞋子，并想宣布这家商店是购买高质量但负担得起的高级时装的好地方。 简报 从感恩节到假期，消费者都受到大量广告混乱的轰炸。Payless的假期广告过去已经丢失了。今年，我们希望在这种极其混乱的媒体环境中，以一种突破的方式宣传payless的假日和冬季鞋。 目标 在节日期间提高对无报酬的认识 传达payless新鞋子投资组合的物有所值主张 创建社交媒体嗡嗡声 描述创意/见解 (投票30%) 我们在洛杉矶开了一家假奢侈品商店，叫做Palessi，里面装满了标价1800年 % 的无薪鞋。然后，我们邀请时尚达人参加独家发布会，并向他们询问有关该品牌的问题，并计划将他们的回应用作最终成为广告的镜头。 社会文化见解推动了这场运动。我们有三个社会文化假设，这些假设被证明是正确的，并引起了媒体的广泛报道。 1.品牌线索的最高影响力。品牌线索改变了人们对产品价值的看法，但没有人曾将价格的非理性检验到这种极端。我们假设，即使是专家也可能受到影响，以支付超过1800% 的价格加价。 2.影响者作为文化爆发点。我们假设公众对影响者文化的兴趣正在接近一个临界点: 主流消费者越来越多地被影响者包围，试图理解这一点，但没有重大意义 描述策略 (投票20%) 目标受众。 消费者目标包括务实，主流，注重预算的购物者，他们既喜欢最新时尚，又喜欢胡扯。影响者的目标由专业影响者组成。我们认识到，有影响力的人倾向于分享一个取笑自己职业的故事。 媒体规划/创建和资产分配。 我们制作了各种视频来讲述事件的故事。当我们在两个电视广告数字上推出该资产时，我们还对媒体进行了广泛的宣传。 方法 当我们采访无薪购物者时，我们发现了对精英影响者的强烈反对情绪。正如一位消费者所说，“影响者代表了当今美国所有的错误。” 我们假设公众对影响者文化的兴趣正在接近一个临界点: 主流消费者越来越多地被影响者包围，试图理解这一点，但没有重大的影响者新闻故事出现。 描述执行 (投票20%) 影响者事件 10/28-我们为Palessi举办了一个开幕派对。典型的有影响力的事件，我们通过社交媒体招募，并使用视频捕捉关于产品质量和品牌 “态度” 的推荐。不同的是，这次活动是 “假的”，鞋子是来自Payless的。我们制作了有影响力的人认可这双鞋的视频。 影响者酒吧 11/21-我们遵循了不寻常的策略，将故事播种到我们取笑的小组: 时尚影响者。通过挑衅性的新闻稿，我们针对有影响力的交易，鼓励他们在社交渠道上发布故事，以便有影响力的人可以轻松分享。Adweek的帖子成为其分享最多的故事2018年。 获得媒体投放和规模 11/28-避免 “付费游戏”，我们使用了赢得媒体的方法，将有影响力的视频推荐播种到大众市场新闻媒体，电视节目，时尚出版物和社会 列出结果 (投票30%) 对话蔓延到全球流行文化中: 88亿全球赚取的媒体印象总数 (不包括开始12月5日的电视/数字购买) 遍布全球49个国家 仅在美国的1,641广播节目中就有特色 《早安美国》、《与斯蒂芬·科尔伯特的晚间秀》、《史蒂夫·哈维秀》、《艾伦·德杰尼勒斯秀》、《真实》和《MSNBC》中的专题片段 福布斯: “辉煌的帕莱西特技” 今日美国: “天才营销” 《华盛顿邮报》: “世纪的恶作剧” 马克西姆: “唐·德雷珀级辉煌营销” 跨F的15亿 + 印象acebook & Twitter，通过时尚、金融、嘻哈甚至体育广泛传播。 Questlove: “冠军拖钓” 酒吧凳运动: “鞠躬，无薪。这实际上让我想去Payless购物，因为他们对 “有影响力的人” 如此努力 23% 提高独立意识 42% 增加品牌考虑 46% 增加 “品牌是更好的价值”
Palessi
案例简介：Why is this work relevant for Media? This campaign became a global earned media sensation. The campaign went viral and led to an onslaught of national and international media coverage totaling over 8.8 Billion total international earned media impressions (excluding TV buy which began Dec 5th). That Adweek story became the most read article on the publication in all of 2018. Background Situation As a budget shoe retailer from Middle America, Payless had been stigmatized by fashion influencers as a low-quality and fashion-backward place to shop. Its going in and out of bankruptcy in 2017 added to this stigma. However, Payless had added a variety of fashion-forward shoes to its portfolio, and wanted to announce that the store was a great place to shop for high quality yet affordable high fashions. The Brief From Thanksgiving through the Holiday Season, consumers are bombarded with tremendous amounts of advertising clutter. Payless’ holiday advertising has in the past gotten lost. This year, we want to advertise Payless’ Holiday and Winter shoes in a way that breaks through in this extremely cluttered media environment. Objectives Increase awareness of Payless during the holiday season Communicate value-for-money proposition of Payless’ new shoe portfolio Create social media buzz Describe the creative idea/insights (30% of vote) We opened a fake luxury store in LA, called it Palessi, and filled it with Payless shoes marked up by 1800%. We then invited fashionista influencers to an exclusive launch part and asked them question about the brand, planning to use their responses as footage in what ultimately became the commercial. Socio-cultural insights drove this campaign. We had three socio-cultural hypotheses that proved correct and generated significant media coverage. 1. The Supreme Influence of Brand Cues. Branding cues alter perceptions of a product’s value, but nobody had ever tested price irrationality to this extreme. We hypothesized that even experts can be influenced to pay price mark-ups of over 1800%. 2. Influencers as Cultural Flashpoint. We hypothesized that public interest in Influencer culture was approaching a tipping point: Mainstream consumers were increasingly surrounded by Influencers, trying to make sense of this, and yet no major Describe the strategy (20% of vote) Target Audience. The consumer target consisted of pragmatic, mainstream, budget-conscious shoppers who share a taste for the latest fashions but also a no-bullshit ethos. The influencer target consisted of professional Influencers. We recognized that influencers would have a propensity to share a story that made fun of their own profession. Media Planning/Creation and Distribution of Assets. We created various videos that told the story of the event. While we launched the asset on both TV ad Digital, we also conducted extensive outreach to media outlets. Approach As we interviewed Payless shoppers, we uncovered a backlash sentiment toward elite influencers. As one consumer put it, “Influencers represent all that is wrong in America today.” We hypothesized that public interest in Influencer culture was approaching a tipping point: Mainstream consumers were increasingly surrounded by Influencers, trying to make sense of this, and yet no major Influencer news story had emerged. Describe the execution (20% of vote) Influencer Event 10/28 - We hosted an opening party for Palessi. Typical of influencer events, we recruited through social media, and used video to capture testimonials about the quality of the products and the “attitude” of the brand. The difference was that the event was “fake,” and the shoes were from Payless. We created videos of influencers endorsing the shoes. Influencer Pubs 11/21 - We followed the unusual strategy of seeding the story to the group that we were making fun of: Fashion Influencers. With a provocative press release, we targeted influencer trades, encouraging them to post stories to their social channels so that influencers could easily share. Adweek’s posting became its most shared story of 2018. Earned Media Placement & Scale 11/28 - Avoiding ‘pay to play,’ we used an earned media approach, seeding influencer video testimonials to mass-market news outlets, TV shows, fashion publications, and social List the results (30% of vote) Conversation spilled into popular culture globally: 8.8 billion total global earned media impressions (excluding TV/digital buy which began Dec 5th) Spread globally to 49+ countries Featured in 1,641+ broadcast shows across the U.S. alone Feature segments in Good Morning America, The Late Show with Stephen Colbert, The Steve Harvey Show, The Ellen DeGeneres Show, The Real and MSNBC Forbes: “Brilliant Palessi Stunt” USA Today: “Genius marketing” The Washington Post: “The Prank of the Century” Maxim: “Don Draper-Level Brilliant Marketing” 1.5 billion+ impressions across Facebook & Twitter, spreading broadly through fashion, finance, hip hop and even sports. Questlove: “Champion Trolling” Barstool Sports: “Take a freaking bow, Payless. It actually makes me want to go shopping at Payless because of how they dunked so hard on “influencers” 23% increase in Unaided Awareness 42% increase in Brand Consideration 46% increase in “Brand is Better Value”
帕利西
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Palessi
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基本信息
- 广告战役： #Payless-影视-5af2#
- 广告品牌： Payless
- 发布日期： 2000
- 行业领域： 服装配饰 , 穿着/装扮
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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