Our team at Barkley was tasked with concepting a Back to School campaign that would set the tone for a new Payless standard, while involving the customer more in the digital realm. With success, our team’s idea won and was brought to life in every channel, resulting an in exciting and engaging Back to School promotion.
The Idea:
Kids are today’s statement makers. At Payless, we’re celebrating their authentic self-expression and inviting them to share their style with the world through kid-curated content. Payless provides the style, great prices, and platform so they can confidently express who they are. We asked one simple question: What's your style?
Followers were encouraged & empowered to share their style through video and social content, using the hashtag #ownyourstyle, for a chance to be featured on the Payless site. Participants were also eligible to win a “Haul Pass”, or Payless gift card, as an added bonus.
( Concept & Design: Kayla Dzambo, Jill Crawford, Audrie Lathrop / Art Direction: Dru McCabe, Matt Mills / Creative Direction: Tim Sartain / Copywriting: Shanley Cox )
