We set out to innovate the very format of fashion lookbooks in an effort to truly gain the attention of our digitally savvy and international audience. And to do that, we created Streetwear View, an interactive lookbook that harnessed Google’s native Street View function (also known as “See Inside”when specifically referring to an indoor space). In other words, we placed the brand’s clothing right within Google Maps, where it will remain, forever.

To start, we placed multiple models around a vacant space and then captured it all to be published on Google. Once live, users could explore the spaceto discover/interact with the individual pieces of clothing, zoom in and out on the models, and actually digitally grab the gear. From there we summarized the experience on Tumblr, which drove directly to each individual product. Summarizing the experience on Tumblr allowed for every type of user, the ones that wanted to grasp the idea in under 5 seconds and then move on (or buy a shirt), but also those that wanted to fully immerse themselves in the experience. In terms of a timeline, we launched the campaign on November 25th, 2015 and as for scale, the execution simply lived on Google Maps, which was then summarized on Tumblr and amplified on the usual social suspects. There was zero paid media support and no other elements.

With the bulk of media coverage coming from international press, we are unable to produce an accurate earned media impressions statistic, however the execution did receive coverage all over the world, including the USA, Mexico, China, Japan, Germany, France, England, Scotland and Australia. These publications spanned fashion and marketing industries, with highlights coming from Fashion Magazine and Adweek, both international authorities in their respective industries. In terms of brand specific results, the week following the launch saw website traffic jump by over 450% and that led to the company’s biggest week of sales ever. Since then, the upward trend continued, eventually leading to Justin Bieber being spotted in two of the items featured in the interactive lookbook. And since Bieber wore the gear, the clothing line has taken off on an entirely different scale.

Our strategy was fairly simple. We studied a wide variety of competitors lookbooks and realized that the very format, photo and video, was almost always the same. From there we knew we could challenge that. And when looking at our target audience, it was clear that whatever we did would need to be universally accessible. That meant something like Google Glass or some elaborate isolated stunt wouldn’t cut it. That all led us to Google Maps, a globally used platform that everyone understands and uses. Our approach was to blend our traditional lookbook, which people already understand, with Google Maps, another thing that people already understand, to develop something that anyone and everyone can instantly get.

ONEMETH is a Canadian streetwear company that was looking to introduce the world to their Fall/Winter 2015 collection. The challenge faced was that that most clothing lines launch with a lookbook, and most lookbooks tend to be fairly similar in both content and format. The brief was then to simply come up with a way to get more eyes on the brand’s new lookbook, and to do that with a minimal spend. And while the primary objective was to simply earn more attention, there was also a strong desire to expand beyond the brand’s predominantly local audience.