There are few who want to pay more for the thought that something is exclusive, limited, and therefore luxury. In fact, this is what the US store used Payless
In fact, the creation of the portfolio and the Instagram account was sufficient for the shoe company to attract a group of social media influencers who decided to visit a non-existent new store opening. In addition, at least one came to pay up to 640 dollars (about 430 thousand Thousand Chilean pesos) for shoes that are really cheap.
CNN reports that everything was part of a virus campaign that motivated the creation of a fake new luxury store named "Palessi" at the Los Angeles Mall. The 80 great influencers were invited to the grand opening, the shelves were filled with cheap Payless shoes, the prices were elevated with the illusion of exclusivity, while the rest was a story within two days of a false inauguration.
Among the contributing comments, it was possible to find stories about the "sophisticated" shoes offered to the store and even claimed they would pay up to $ 500 for shoes that actually did not exceed $ 19.99 (about $ 13,500 pesos).
Overall, the store managed to sell $ 3,000 dollars on both days, but all the money was returned to influencers. Even Payless allowed them to impress the attendants to stay at the shoes and pay them a small amount for attending. And, of course, the back of the company won the commercial to show that their available shoes are also fashionable.