Coach
In partnership with Interparfums Luxury Brands Inc., the fashion brand Coach launched a youthful new scent called Coach Dreams Sunset. To reach its intended audience of teens and twenty-somethings and build buzz for the new fragrance, Coach wanted to bring its perfume to life through the eyes of the youth. Coach recruited 16 influencers from the macro, mid, and micro-tiers. The team encouraged creators to explore with their best friends and document the day with the fragrance on social media. The Coach team provided a brief featuring inspirational ideas for day trips, content ideas, fragrance notes, and packaging details. Additionally, Coach sent free fragrances (product seeding) to 40 micro-and nano-influencers across the U.S. hoping they’d create content about the product.
In just three months, impact.com helped Coach generate 211 pieces of UGC, reaching 2.3 million users on social media. The product seeding strategy exceeded expectations, with 83 percent of those influencers posting content.
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