Coach - Coach's Gen Z Appeal
By blending virtual and real elements, Coach taps into Gen Z's digital fluency, sparking conversations about authenticity in the digital age and expanding the boundaries of brand storytelling.
A standout feature is the collaboration with Imma, a virtual influencer, who interacts with real-life celebrities in immersive virtual worlds, challenging traditional notions of reality and self-expression.
The campaign primarily targets Gen Z consumers, leveraging digital platforms and virtual influencers to connect with a demographic that values individuality and innovative content.
TARGET AUDIENCE
About the
Campaign -
By blending virtual and real elements, Coach taps into Gen Z's digital fluency, sparking conversations about authenticity in the digital age and expanding the boundaries of brand storytelling.
Core Theme of the Campaign -
1. Virtual and Real Fusion: The campaign features Imma, a virtual influencer, alongside celebrities like Lil Nas X and Camila Mendes, creating a dynamic blend of digital and real-world interactions.
2. Exploration of Identity: Through engaging videos, the campaign delves into themes of self-expression and the evolving concept of authenticity, resonating with Gen Z's values.
3. Immersive Experiences: Interactive virtual worlds and gaming integrations invite consumers to explore and engage with the brand in innovative ways.
4. Strategic Collaborations: Partnering with influencers and celebrities amplifies the campaign's reach and relevance within Gen Z culture.
5. Positive Reception: The campaign achieved significant engagement, reaching over 70 million people in North America and garnering an 88% positive sentiment score.
6. Cultural Relevance: By embracing digital trends and virtual influencers, Coach positions itself as a forward-thinking brand attuned to Gen Z's digital-native lifestyle.