I don't think you appreciate the sheer volume of traffic. Half a million 15-year-olds watch the clip, and none of them immediately buy the product. But it's fa

I don't think you appreciate the sheer volume of traffic. Half a million 15-year-olds watch the clip, and none of them immediately buy the product. But it's fair to assume at least 10% of the girls remember the brand name, and the remaining 90% will remember that for custom designed shoes they should go with "whatever the brand was that got recommended by shinyrainbowprincess". That's a lot of brand recognition. But let's look at it from a cost perspective for a moment. I'm almost entirely sure that she got paid less than $10.000 for the advertisement. Probably way less, but what do I know? Suppose they did pay $10.000, then they only need to sell an extra 100 shoes or so to break even (assuming they have a healthy profit margin). That's peanuts, really. So even if there are no direct conversions, and the only benefit is word of mouth or brand recognition the shoe shop still got a deal of a lifetime. Half a million people, that's half the circulation of the New York Times! And most people spend only 10 or so minutes on the paper, which is the same as the length of the advertisement.