OVERVIEW
OneMeth Goods is a Canadian streetwear company that was started by, and continues to be run out of, OneMethod. You can visit the online store here, and read more about the brand here.
Being an advertising agency, we are always looking for new and interesting ways to market and promote the clothing brand, which is where Google Streetwear View and the Canadian Apparel store come in.
Google Streetwear View
OneMeth Goods was looking to introduce the world to its Fall/Winter 2015 collection. The challenge was that most clothing lines launch with a lookbook, and most tend to look similar in both content and format. We wanted to get more eyes on the brand’s new line, and gain some attention at the same time.
We set out to innovate the format of fashion lookbooks. To do that, we created the Google Streetwear View; an interactive lookbook that harnessed Google’s native Street View function. We placed models around a vacant space (our office) and captured it to be viewed on Google Street View.
Once live, users could explore the space and interact with the individual pieces of clothing, zoom in on the models, and digitally grab the gear. We then summarized the experience on Tumblr, which drove directly to each individual product.
RESULTS
The interactive lookbook received media coverage from around the world, including the US, Mexico, China, Japan, Germany, France, England, Scotland and Australia. In terms of brand specific results, the week following the launch, website traffic jumped +450%, leading to the company’s biggest sales week ever.
CMA (2 Gold, 3 Silver, 1 Bronze)
Marketing (Silver)
Webby (Honouree)
Applied Arts (4 Winner)
CAMPAIGN ELEMENTS
Canadian Apparel
The OneMeth Goods streetwear audience had been slowly growing since 2014. Early in 2017, the brand was looking to elevate sales and awareness, specifically for its Spring/Summer collection. Considering 2017 was Canada’s 150th birthday and American Apparel just announced their bankruptcy, an idea was hatched that generated awareness and helped show consumers that the clothing was uniquely made in Canada.
Introducing Canadian Apparel: a three-day pop-up in a newly abandoned American Apparel space. The abandoned store was completely hijacked, reappropriating and rebranding every aspect of the store, from signage to the shopping bags. Nine other brands that exclusively manufacture goods in Canada were invited, fostering a small but dedicated collection of like-minded brands and leveraging their pre-existing followings. Social media content was then created for Instagram, Snapchat, and Facebook, and finally the doors were open to the media, the design community, and the public.
RESULTS
In the end, the pop-up saw 1 customer enter the store every 34 seconds. And 1 product was sold every 17 minutes (outpacing category/area benchmarks). The pop-up was covered by international fashion authorities, national news channels, local culture publications, and influencers, earning 9M media impressions and 1M social media views in just three days.
CMA (3 Gold, 2 Silver, 2 Bronze)
CLIOS (2 Bronze)
Marketing (2 Bronze)
CAMPAIGN ELEMENTS
Steve Miller // executive creative director 