Zalando and Google introduced "Street it all": the first shoppable 360º fashion look book on Google Street View. Because our target moves, lives and creatively expresses itself on the streets.

Through a simple OOH format, the campaign has immersed on the digital environment through a relevant tool such as Google Street view: see the interactive OOH, scan its QR code, discover the new streetwear collection in Google Street View, 360º way, and buy it online.

Therefore, Street It All has made a statement on the fashion industry by transforming a massively used tool into a massive communication platform for e-commerce.

Streetwear was born and lives in the streets, a movement that has become one of the main world’s fashion inspirations. A casual style linked to certain cultures and groups that has make its way to luxury brands. In this context, Zalando needed to showcase its newest Streetwear collection with a clear link to the streets and the different related urban cultures. Besides of being surrounded by an increasing digital environment, that affects communications and social media specially among young targets – a clear consequence of the pandemic. The campaign needed to go live when the e-commerce was experiencing an unprecedented boom, something we had to take advantage of.

The objectives were to showcase Zalando as a streetwear curator and main e-commerce platform for purchasing this category. Increase brand’s notoriety among akin media target with a bold communication strategy. Capitalize new digital opportunities and generate awareness among specialized media

Streetwear fashion is a scene that was born and lives in the streets, an evolving movement that keeps showcasing different expressions and inspires the audience. Within the past years, streetwear has positioned itself as a key trend in the fashion industry, stepping into high fashion as “new luxury”. Zalando had the request to present its latest streetwear collection linking it to the streets and its different manifestations. Besides, was essential to consider the target’s characteristics such as their heavy use of digital platforms and channels, increase of online shopping due global’ s situation.

Considering all these elements, we had to reach our audience in their native environment while being relevant and innovative. We wanted to showcase the collection in the streets and that’s why we come up by partnering with Google to create the first ever shoppable lookbook located on Google Street View; another way to get to the streets.

Target was segmented in three crews: Hip Poppers, young mainstream (18-29 YO), fast fashion and sportswear consumers; Street Stylers, keen on streetwear high-price labels (20-35 YO); and Culturists, sophisticated fashionistas (+25 YO) loving top-level premium labels. Therefore, a young audience interested in streetwear and seeking for inspiration in the streets.

At an uncertain time for physical executions, we partnered with Google to reach our audience on virtual streets through Google Maps and Google Street View. A never-seen-before format on fashion: a 360º lookbook showcased by 28 relevant prescribers on the urban field and shot from 30 iconic spots of the Spanish street culture.

Consumer journey was the following: through interactive OOH located on these spots, consumers scanned a QR code, discovered the new streetwear collection in Google Street View and bought it online. Also, prescribers shared their looks through static pictures and 360º shots on social media.

The “Street It All” campaign started on February 15 and will run until the end of July 2021.

Zalando pitched Google to team up to create the first shoppable fashion look book on Google Street View. With Google technology, we transformed a tool like Google Street View into an innovative e-commerce with Zalando as the protagonist.

Instead of using standard models, we collaborated with the most relevant content creators that shake the Spanish street culture -28 profiles in total, among singers, street artists, skaters, DJ’s, and exclusive fashion talents- and shot the look book in reference locations of urban scene in four cities: Madrid, Barcelona, Málaga and Valencia.

To display the images, Google allowed Zalando to create 16 “points” in Google Street View. Thanks to social media and interactive OOH, people could scan a QR code, discover the outfits in Google Street View and buy them directly in site.

The lookbook located in Google Maps through Google Street View collected + 96.002 views in just two weeks. Outstanding data for such a short period. In terms of media coverage, we obtained +26 publications among key relevant international and local titles for the target such as Glamour, GQ, Vogue, Cosmopolitan, Grazia, Highxtar, NEO2 and specialized media such as Reason Why, Marketing Directo or Business Insider with a potential reach of 15.4 M contacts and AVE total of 603K €. For social content, we gathered +377 publications through our crew of 28 talents with over 3.522.283 impressions and 10.001 swipe-ups. The campaign had an overall 7,34% engagement rate showing a great and positive response to the several contents. QR scans figures were +12.595 through the several OOH formats. *Due Zalando’s global website sets and URL they can’t access to data such as sales impact, traffic, conversion etc.