O’Street

Among the most famous and recognized e-shops like Zalando or Sarenza, and the giants of streetwear fashion like Carhartt or Vans, the O’Street eshop must make its place. The challenge is great, the sector ultra competitive (online and offline), the subject very trendy. The niche accepts the challenge and will make the O’Street eshop exist alongside the big brands that take all the space… or almost.

Their strength? The founders of O’Street are true actors of the urban culture and have developed a real community around their concept. O’Street benefits from a real credibility on the ground, thanks to local events and collaborations, an advantage that the big online sales platforms, known for their purely commercial image, do not have.

Our strategy to meet O’Street’s needs has been to focus on online advertising on social networks, primarily on Instagram but also on Facebook, and Search Engine Advertising (SEA) on Google, the media where young people are found. If they do not always buy directly, they are prescribers with their parents, who are also targeted by the campaigns.

We created awareness campaigns around the O’Street brand, in order to reinforce the brand’s strong point, i.e. a credible image in the eyes of young fans of urban culture, and to benefit from it in the long term, as well as conversion campaigns to boost sales on the eshop, to convert the right audience and above all, to build loyalty.

A real work of audience strategy was done before the launch of the digital actions in order to target children and teenagers in a personalized way, and by extension the parents, and this, at the local level in Namur, but also in Wallonia and Brussels.

On the Google search engine, we made the strategic choice to work on more generalist editorial content, with which the young public identifies, to avoid the keywords used by the big brands which are expensive at Google auctions.

The fashion industry is a fast-moving and ever-changing universe, so it is essential to keep a visual consistency. We have therefore made it a point of honor to create and respect Social Media guidelines between the different campaigns, which guarantees a better relevance of the ads and therefore a better visibility, for results that are up to par.

We went to meet our partner’s universe by organizing a video shoot in the field, in places frequented by young skaters in Namur, again in order to reinforce and nourish the image and credibility of O’Street. A content strategy that resulted in a storytelling in the image of the brand and videos that slam!