Case: Coach
How Coach implemented a new collaboration model to orchestrate campaign moments that ensured narrative connect and maximised amplification.
Challenge
With a long-term perspective in mind, Coach had set an ambition of extending brand love to younger consumers, beyond their older millennial customer bases. As a heritage brand, Coach had established themselves as a well-known brand across demographics. Their challenge was not on generating awareness but on being relevant for the younger audience.
Coach knew their challenge was dusting off their brand to naturally expand their core values to resonate with younger demographics. As part of that, Coach embarked on re-launching the brand platform and purpose. To launch a successful campaign and navigate the complexity of generating brand love from Gen Z, Coach asked Mano’s help in orchestrating the campaign to maximize activations, content, and communication throughout.
Solution
Mano collaborated with the Coach teams and integrated media and creative agencies to orchestrate campaign moments that ensure narrative connect and maximized amplification spillover.
To break through the noise and capture the attention and interest of a generation overwhelmed with content, we needed to redefine the rules. We moved away from the traditional brand ambassador launch approach which is heavily asset focused, and helped Coach define a new and bespoke format for introducing talent collaborations.
Mano led the creation of a cross functional activation-first launch concept and strategy focused on keeping consumers engaged. By bringing stakeholders across functions together, Mano utilized a 4C insights mix to explore and ideate activation concepts that would maximize each channel’s potential and resonate with the target audience. Layering activities from teaser to partnership announcement, and launch, Mano defined amplification synergies by aligning communication, assets, and activations to maximize impact during hero moments.
The cross functional way of working enabled continuity towards live campaign performance monitoring. To build on maximisation even after going live, Mano monitored the campaign performance to define further amplification opportunities and optimisation rooted in customer feedback and performance data. Live monitoring was enabled by Mano’s KPI and Pulse Reporting frameworks which defined a new Coach practice for measuring success beyond functions, across shared campaign goals and objectives.
Impact
A campaign that reached over 70 million people in North America, garnering more than 14 million engagements, with an 88% positive sentiment from consumers - the highest ever recorded for the brand.
Accelerated performance across all Coach’s channels and delivered the greatest total media impact to date through orchestrations.
9.1B impressions from PR activities, among the highest ever achieved for the brand
Kicked off orchestration practices that resulted in organic consumer conversations recognizing the brand’s relevancy and calling out excitement towards its future initiatives.
88% positive sentiment, a 10% uptick, showing the consumers acknowledge relevancy between the brand, Lil Nas X as their new ambassador and the purpose connecting the two, rooted in “Courage to be real.”
2M interactions on organic social, and an overall 23% performance uplift brought by consistent buzz and campaign activations layered according to key timings which ensured consistent consumer interest.
7M organic searches throughout the campaign, a 6% increase as a benefit from amplification synergies during key campaign moments.
Established orchestration as a new way of working for the wider marketing organization, prioritizing cross functional collaboration, operating across key stages and campaign sign off gates.
Instilled a performance impact culture focused on both KPI tracking as well as on understanding culture dents and the future opportunities these bring for growth. This also cultivated a bottom up, outside-in learning culture focused on optimizing campaign performance in an agile way, by measuring, ideating and stress testing ideas at touchpoint level, before elevating successful ones cross functionally.