a journey of reinvention

The global pitch, with a 25 M USD win across Asia accelerated Coach’s movement in its journey of reinvention by bringing the world of Luxury and Play together in an effort to increase relevance for the brand in the mass luxury market.

A combination of Behavioral, Location, Search, Consumption, CRM & Attitudinal  data, helped identify the source of business – the HVA – High Value Audience - the Trending Fashionistas. Analytics placed their value as 2.5 times more valuable than the safely stylish segment, esp. on account of the influence they drive. 
These  Trending Fashionistas were deeply interested in both Luxury & Fun BUT didn’t see the two worlds meeting. For them, unfortunately and frustatingly, Luxury & Fun were divorced from each other, 

The problem was solved through a  Communications Strategy that was all about bringing Play to Classic Luxury Moments & Bringing Luxury to Cool Play Movements, The work fulfilled the unmet needs of our HVA’s while playing to Coach’s inherent strengths.

The executions were geared towards,

• Search. Growing and capturing intent with content, organic and paid. Analytics had helped us understand that search was the most highly positively correlated to store traffic. The media mix was thus, shifted to more digital to drive search & store traffic.
• Social. Broadcasting brand and product experiences; using locally relevant KOLs to drive the right conversations and currency in bringing Luxury to Fun Moments & Bringing Play to Classic Luxury moments across each individual market.
• Programmatic. Engaging our target at the right time, but more importantly the right moment with the right content
• Tech & innovation. Used in a manner which is natural to our audience mobile behaviour

The media reinvention not just mirrored but accelerated the brand reinvention by bringing the world of Luxury and Play together in ways that were locally relevant across each of the diverse APAC markets, making Coach a formidable player in the mass market and helping it shed its image of the 'bag I buy when I can't afford any better'.