Coach: Self-Expression Through Gaming

Coach found its space in the gaming community by partnering with leading fashion and gaming content creators to promote a virtual fashion experience that encouraged creative self-expression.

Across three month-long takeovers on key gaming platforms, Coach empowered gamers to show off every pixel of their personal style, building off themes from its Spring 2024 "Find Your Courage" campaign. These takeovers highlighted core visual themes and the campaign's hero item–the quilted Tabby bag–in experiences on ZEPETO and Roblox's top fashion experiences.

These takeovers reimagined three of the worlds from Coach’s Spring “Find Your Courage” campaign, amongst these were the Summer, Floral and Colourful themes, reimagined and implemented for accessible virtual luxury.

To amplify this message of self-expression to the gaming community, Coach enlisted the support of trusted macro and micro creators to engage with their target audience, securing paid and earned social media promotion. These creators were carefully selected for their relevance as fashion-forward, platform-native creators with a strong following of Gen-Z gamers.

Emphasising Gen-Z favoured vertical platforms like TikTok and YouTube Shorts, Coach provided these creators with access to the games for shortform video, and gifted Tabby handbags and sunglasses from the Spring 2024 collection to showcase on socials. Select influencers were also given additional Tabby bags to host giveaways to their own community, boosting brand awareness and tying in the physical collection with the virtual fashion across all three takeovers.

Creating a memorable and shareable moment, alongside the seeded product, Coach crafted bespoke "FROW tickets" and modelling comp cards to share with a select number of its campaign influencers. These served as a nod to Coach's roots as a fashion brand, and as a personalised memento for a surprise unboxing experience.

Further leveraging this carefully crafted network of influencers, Coach invited these gaming creators to attend a launch event at its flagship store in New York City. At the launch event, creators were able to get hands-on with the takeovers at dedicated gaming stations, and collaborated on broader content that embodied the campaign’s key message of virtual self-expression.