Disney’s Frozen took over the world by winter storm with its film release in 2013. Quickly following, the Frozen phenomenon exploded with girls (and boys) constantly singing the movie’s hit song Let It Go at the top of their lungs. To complete girls’ Frozen-themed outfits, Payless ShoeSource released an assortment of Frozen footwear and accessories including rain boots, sandals, backpacks, umbrellas and hair braids.
Partnered with Disney to develop a marketing plan with strong drive to retail. Promotional support included in-store displays, Payless.com takeover, social media, email blasts and direct mail. Exclusive gifts with purchase only available at Payless included tote bags featuring princesses Elsa and Anna as well as song download cards.
Awarded the company-recognized “Award In Excellence” for driving $18.6 million sales and 1.3 million units of Disney’s Frozen products in Q3 and Q4 of 2014.