Creating brand love from Gen Z for Coach

As a heritage brand, Coach sought to extend its brand love to Gen Z while retaining its core values. The challenge was not generating awareness, but becoming relevant for the younger audience. They sought to craft a narrative that resonates with a generation increasingly selective about brands they engage with. Coach embarked on re-launching the brand platform and purpose, and approached Manyone for help orchestrating the campaign to maximize activations, content, and communication throughout.

To break through the noise and capture the interest of a generation overwhelmed with content, we needed to redefine the rules. Moving away from the traditional brand ambassador launch approach, we helped Coach define a bespoke new format for introducing talent collaborations. 

We led the creation of a cross-functional activation-first launch strategy focused on consumer engagement. Utilizing a 4C insights mix, we ideated activation concepts to maximize each channel’s potential, and defined amplification synergies by aligning communication, assets, and activations. We monitored live performance after launch, optimizing content to expand reach throughout the campaign.

The campaign reached over 70 million people in North America, garnering 14 million engagements and an 88% positive sentiment score from consumers, the brand’s highest yet. This successful orchestration led to 9.1 billion impressions from PR activities and 7 million organic searches throughout the campaign – while establishing an effective new model for Coach’s marketing operations. The campaign fostered sustained interest among Gen Z and redefined Coach’s reputation as a culturally relevant, dynamic brand.