Coach Case Study
Overview
Coach is a modern American luxury brand, known for its craftsmanship and distinctive New York style. Coach partnered with GEEIQ to build a multichannel virtual strategy across Roblox and ZEPETO, reinforcing its Find Your Courage campaign’s focus on empowerment and self-expression. In just four weeks, the brand received 13 million visits and exceeded top virtual item sales benchmarks by 16%.
13M
Visits in Four Weeks
16%
Above Top Sales Benchmarks
The Challenge
Coach is a modern American luxury brand known for its craftsmanship and distinctive New York style. When their team approached GEEIQ, its goal was to capture the attention of Gen Z women and position the brand as an innovator.
The brand’s timing aligned with the launch of its Find Your Courage spring campaign, which aims to empower self-expression. Virtual worlds, with their emphasis on digital wearables and avatar customization, were an ideal marketing channel for this message.
The challenge was creating a data-driven, agile strategy in a virtual landscape where measuring ROI and engagement is difficult.
The Impact
In just four weeks, the brand delivered significant results:
13 million visits across Roblox and ZEPETO
2.47 million votes cast in the ZEPETO styling competition
Four million virtual item try-ons
Virtual item sales exceeded top sales benchmarks by 16%
100% positive or neutral social media sentiment around the activation
4M
Virtual Item Try-Ons
100%
Positive/Neutral Sentiment
The Outcome
GEEIQ helped Coach succeed across three key areas:
Authentically engage Gen Z with platform-native creators — Using the GEEIQ platform, virtual strategists identified and collaborated with platform-native virtual item creators and influencers, including popular Roblox influencers like iBella and Lana’s Life. A sentiment analysis conducted by the GEEIQ team found that 100% of the sentiment surrounding the activation on social media was positive or neutral.
Curate a brand-first virtual strategy — The GEEIQ team worked with Coach’s PR partner to organise a multichannel virtual strategy tackling all verticals, including UGC items, gaming influencers, paid media, and real-world press events. The strategy also included upskilling workshops, where GEEIQ advised Coach’s extended business units on best practices.
Benchmark paid media strategies in virtual worlds — GEEIQ offered Coach industry-specific paid media benchmarks, working closely with Roblox to ensure ad spend was directed toward qualified traffic.
David Lehman
Digital Director