Inspired by the city it was made in, Coach collected the stories of our campaign icons. This branched off into a wider campaign that encompassed Fall 2013-Summer 2014. We curated a list of New York City tastemakers, whose quality of work is similar of that of the brand's. After all the site components were completed, I was tasked with brainstorming a broader social campaign, where our fans tell their New York Stories. We kicked this off by hosting our first Instameet. To continue social engagement, we created a tumblr page, that displayed photos I took of events, restaurants, museums, etc with the latest Coach product.
CAMPAIGN ON HOMEPAGE FEATURING KARLIE KLOSS
LANDING PAGE SHOWCASING TASTEMAKERS, AS WELL AS
LINKS TO OUR TUMBLR AND AGGREGATED FAN PHOTOS
MOBILE LANDING PAGE, WHICH LINKS TO INDIVIDUALS PAGE
(SLIDESHOW OF CAMPAIGN IN HEADER WITH A GRID OF PRODUCT UNDERNEATH)
MAP OF AGGREGATED #COACHNEWYORKSTORIES FAN PHOTOS
SNIPPET FROM CAMPAIGN PINTEREST BOARD
Coach was looking to amplify #CoachNewYorkStories campaign, and I worked with a few other people to brainstorm ideas. Coach already had an overarching brand campaign based on the hashtag, as well as smaller stories on coach.com with brand influencers. I thought it was time to bring the hashtag to the fans by having the first ever Coach sponsored InstaMeet. The results were Coach partnered with Polaroid Fotobar and three influential Instagrammers (@newyorkcity, @kat_in_nyc, and @kevin.ornelas) on Saturday, June 14, to host an InstaMeet for Coach fans at three New York City locations. Together, participants generated more than 6 million impressions, and Coach acquired a significant number of new @Coach followers within their target millennial demographic.
Close to 100 attendees mingled with the hosts and fellow Instagrammers, shooting and sharing their New York Stories on Instagram. Via the #CoachNewYorkStories hashtag, social media users around the world followed the event in real-time on Instagram and Twitter. All participants then gathered at 14th Street and 10th Avenue to enjoy treats from People’s Pops, share their stories on Instagram, and print their photos at the mobile Polaroid Fotobar truck, courtesy of Coach. Here are a few of my favorites…
Women's & Men's segmented emails introducing Coach New York Stories.