#OwnYourStyle

Objective

Payless Shoes came to HireInfluence wanting to design and execute an influencer component to its massive 2017 Back to School campaign called #OwnYourStyle. The marketing campaign was designed to bring awareness to Payless’s new Fall offerings while promoting the message that audiences can rock style at affordable prices for the back to school season.

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“Payless Shoes came to HireInfluence wanting to design and execute an influencer component to its massive 2017 Back to School campaign called #OwnYourStyle. The marketing campaign was designed to bring awareness to Payless’s new Fall offerings while promoting the message that audiences can rock style at affordable prices for the back to school season.”

Jane Chandler, Payless Shoes

23
Influencers

Strategy

The strategy involved having the influencers style the new Fall line of shoes in ways that were unique to their own authentic style, all while developing high-quality user-generated content (UGC) that would INSPIRE audiences and be capable of being used throughout the client’s social media channels for the length of the campaign.

42.8M
Impressions

“I knew you’d be on top of it. Thank you
for making this so easy!!”

Jane Chandler, Payless

Influencer Curation

Our team curated, vetted and activated popular fashion and style influencers from across the U.S. with a specific focus on influencers who had families with multiple children that produced content in children’s fashion for ages 6 – 17. Each influencer was known for producing content related to clothes and accessories styling. Our team validated the Influencers’ feeds to ensure their audiences were consumers who would be interested in the budget-friendly brand’s offerings.

“Not exaggerating when I say the best account lead for a vendor influencer program – and trust me, I’ve worked with quite a few.”

Jane Chandler, Payless

694K
Engagement

Campaign Execution

Influencers were tasked with producing content across five different platforms during the campaign: Instagram, Instagram Stories, Facebook, Snapchat and YouTube. Instagram Stories, Snapchat and YouTube videos were utilized to capture behind-the-scenes experiences of each influencer from visiting a local Payless Shoe Source, including the try-on and shoe selection experience. Influencers then produced high-quality Instagram feed photos showing off the shoes they selected for the entire family. Instagram photos were syndicated across Facebook as well.

Results

Over the course of the campaign, the 23 influencers garnered 42.8M impressions and 694,000 engagement indicators for a CPE of just $0.11.

23
Influencers
42.8M
Impressions
694K
Engagement
$0.11
CPE

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