The North Face Used Wikipedia to Climb to the Top of Google Search Results
By Sara Shaw • May 29, 2019When you first start planning a big trip, step one will likely happen at the Google search bar. The North Face, in a campaign with agency Leo Burnett Tailor Made, took advantage of this consumer behavior to keep its name top of mind with travelers considering an adventure sports excursion.
The brand and agency took pictures of athletes wearing the brand while trekking to famous locations around the world, then updated the Wikipedia images in the articles for those locations so that now, the brand would appear in the top of Google image search results when consumers researched any of those locations—all done for a budget of zero dollars.
“With the ‘Top of Images’ project… we placed our products in a fully contextualized manner as items that go hand in hand with these destinations,” explained Fabricio Luzzi, CEO of The North Face Brazil in a statement.