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 it´s more than fashion: it´s an attitude.

Young public are in love with the streetwear. They live the street. It inspires them to express themselves.

So, Zalando thought that the best way to reach them was to speak their language.

Zalando teamed up with Google launched "Street it all". The first shoppable fashion look book on Google Street View.

That place where our target can also be found.

A fashion shooting produced in 360º, on Spain’s ‘Streetest’ streets. Instead of using standard models, we collaborated with the most relevant content creators in street culture.

In our interactive OOH, people could scan a QR code, discover the outfits in Google Street View and buy them in site.

With Google technology, we transformed a tool like Google Street View into an innovative e-commerce with Zalando as the protagonist.

Zalando and Google put Streetwear where it belongs: the street.

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

Due to the current situation streets face several restrictions, so we needed to work on a digital environment. For that, we reached out to the best partner: Google, able to provide us with virtual streets through Google Maps and Google Street View. A sign of Zalando’s commitment to innovation.

Credibility was key to be relevant and trustworthy within the target and industry. The project was addressed with 28 prescribers from outstanding urban disciplines (fashion, music…) and portrayed from 30 iconic urban spots, to achieve an aspirational tone and notoriety in traditional and 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.