Coach

I had the opportunity to work on Coach to help drive demand of their newest product, the Tabby bag. They wanted to change their brand perception from being a grandmother’s brand into a relevant brand for Gen Z. Their new campaign, Courage To Be Real, wasn’t translating onto TikTok. We began experimenting with campaign footage vs trend-forward content and found that communicating their campaign via themes and messages without using over-produced footage helped the content resonate with audiences.

Another huge element of success for this campaign was our focus on community management. In addition to answering all comments on brand-owned content, we proactively sought out community management opportunities on content that featured themes of the campaign of the Courage to Be Real.

This strategy helped the brand stand out across the platform, kept the brand top of mind and earned Coach brand love. Our efforts resulted in earned content from top influencers, huge growth on the account and recognition in industry publications.