Payless ShoeSource is the largest specialty family footwear retailer in the Western Hemisphere, offering a comprehensive range of trendy shoes and accessories. Payless entered the Malaysian market with a single store in a prime shopping location in Kuala Lumpur. Purpose/Built was engaged to help generate awareness of their arrival in the marketplace and position them as the go-to retailer for all footwear needs.
Given the store’s location within a renowned shopping area, it was critical to use social channels to reach their target demographic and also engage shoppers in the area. Purpose/Built devised an integrated solution that worked to create brand awareness and drive foot traffic through the promotion of new arrivals to their local target audience.
Purpose/Built crafted a combined data-driven and creative campaign that resonated with the target audience. The solution layered on geographic and behavioural targeting to ensure the messages got to the right users. The creative pieces included giveaways to drive foot traffic and allowed optimization of campaign performance based on in-store conversions.
The campaign delivered an increase of 120% in Facebook followers, an increase of 58% in Facebook engagement rates and an increase of 60% in Facebook reach, driving strong brand awareness and significant in-store visits.