_how do you mine crowd culture to cultivate content?

Toronto’s very urban suburb to the east, Scarborough, ranks high in cultural diversity and influence. Superstars like The Weeknd, the rapper, Maestro and comedians, Lilly Singh and Mike Meyers are all descendants. And as the area's community hub, Scarborough Town Centre – where Tamil, Cantonese and Tagalog intermix with English – evolved as a virtual hotbed of diversity and urban influence.

As the organic next phase of our identity strategy for STC, time was right to spark the conversation. We actively and meaningfully engaged our target influencers (or as we distinguished them, our FashionEastas) to help share the story of the new STC, among its crowd culture.

We devised a year-long social and digital tactical plan. Leveraging striking graphics and imagery and bold creative copy, we wove ideas and themes that celebrated individuality and inspired creative, authentic expression, no matter race, religion, colour and sexual orientation.

The activity and engagement across social networks was stunning. Rich, authentic content flowed back, predicting and defining the next lifestyle trends. Which we strategically curated and played back to our communities, reinforcing brand vision. 

Brand & business strategy

Social & mobile strategy

Social tactic execution

Creative content development

Photography & illustration development

#BeAFashioneasta

the results...

astonishing… 

#STCtrendspotter

the next challenge for our FashionEastas... 

"Headed back to school, to work, to reality?! Fall is a time for #fashion renewal and adventure! Do you have what it takes to be an #STCTRENDSPOTTER”?

What followed...