Coach fashion influencer, SNS marketing

Coach Influencer Marketing & YouTube, TikTok Advertising

Coach, a global fashion brand that has been loved for a long time for its attractive design and color sense of clothing, bags, and accessories, introduced the Horse & Carriage Collection in 2022 to target the new MZ generation.

And to promote it, they conducted an online marketing campaign with digital marketing agency Avocado Giant. What kind of tactic did Coach take to target the young target who like hip and trendy things?

Luxury Fashion Brand Coach Digital Marketing Strategy

Luxury fashion brand Coach (Source: Coach)

Coach, which has been loved for over 80 years since 1940, had the biggest task of promoting new collections and enhancing its hip and trendy brand image. To do this, it was necessary to build brand awareness and favorability by utilizing media platforms frequently consumed by the new target, the MZ generation.

AvocadoGiant, a digital integrated marketing company, suggested influencer marketing and SNS platform advertising to Coach.

1️⃣ They created video content that naturally showed products with Atelier ATELIER, a YouTuber who runs a luxury fashion lifestyle channel, and beauty and fashion YouTuber Heo Da-som.
2️⃣ They executed YouTube TrueView ads and TikTok feed ads that intuitively introduced the brand collection.

They wanted to reach out to young targets by utilizing these two popular platforms, YouTube and TikTok, in various ways.

Coach x Atelier YouTube Influencer Marketing

Atelier Coach YouTube Influencer Marketing
(Source: Atelier YouTube)

Atelier is a luxury fashion lifestyle YouTuber with 67,900 subscribers on YouTube, and was one of the influencers who was suitable for this Coach brand campaign. Atelier visited the Starfield Hanam Coach store, where luxury brands are gathered, and showed an interesting parody of Kim Na-young’s ‘I’ll just try it on’ content.

I'll just try on Coach Parody Video
(Source: Atelier YouTube)

Atelier Coach Branded Content
(Source: Atelier YouTube)

She showed off great chemistry with the fellow consumer fairy and wittily shared her professional yet honest opinions on Coach Horse & Carriage Collection products. This video recorded over 19,000 views, increasing awareness and favorability of the Coach brand.

Coach x Heo Da Som YouTube Influencer Marketing

Coach Fashion Brand Influencer Advertisement
(Source: Heo Da-som YouTube)

The second influencer to collaborate on Coach branded content is Heo Da-som, a fashion and daily life YouTuber with 245,000 subscribers.

She created a lookbook content where she tried on the Coach collection herself. Rather than an advertisement, she gave it a natural fashion talk feel, allowing viewers to accept the brand without any resistance.

The Coach branded content with Heo Da-som eliminated people’s preconceptions about the brand Coach, which has a strong classic image, and ended with positive comments such as “The clothes today are so pretty” and “It’s stylish and nice.”

Coach Heo Da-som YouTube Influencer Marketing
(Source: Heo Da-som YouTube)

Coach x YouTube TrueView, TikTok Feed Ads

Fashion Brand Coach YouTube TrueView Advertisement

If we used influencer marketing to create buzz, we needed something that would make the collection more intuitive and clear.

The method chosen by AvocadoGiant and Coach was TikTok feed and YouTube advertisement.

Using TikTok feed advertisement, a platform mainly used by the MZ generation, and YouTube TrueView in-stream advertisement, they induced customers to naturally come into contact with Coach, thereby further increasing the probability of the target’s brand contact.

Coach actively exposed the brand through PPL and SNS advertisement on YouTube channels that the young target likes. They showed a clear method on how to improve the brand image and target new targets.