When you first start planning a big trip, step one will likely happen at the Google search bar. Step two might be clicking onto the images of your target destination. 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, including Brazil's Guarita State Park and Farol do Mampimptuba, Cuillin in Scotland and Peru's Huayna Picchu. They 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. "Our mission is to expand our frontiers so that our consumers can overcome their limits. With the 'Top of Images' project, we achieved our positioning and 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.

According to the agency, the biggest obstacle of the campaign was updating the photos without attracting attention of Wikipedia moderators to sustain the brand's presence for as long as possible, as site editors could change them at any time. The "hack" worked, at least for a while, evident in a quick Google search of some of the places mentioned in the campaign's case study video.