Shoplooks collaborated with Coach on a multi-platform influencer campaign to introduce the revival of its iconic Tabby bag. Our objective was to achieve growth in sales, targeting a double or triple increase in revenue through the Shoplooks platform.
We also aimed to amplify brand presence and engagement, with Gen Z as our primary target audience. Our team collaborated with creators who have significant following in the said demographic. Our multi-platform influencer marketing strategy for the Coach Tabby Bag relied heavily on careful planning, seamless execution, and strategic collaboration with fashion content creators on YouTube, TikTok, and Instagram.
The Coach Tabby Bag campaign highlighted our participating content creators’ personal stories and fashion evolution, accentuated by the campaign’s core message, which was that the Tabby is a timeless and versatile piece that can complement your style wherever you are in your journey.
Members of Gen Z have been found to be “fluent” when it comes to designer goods. Studies show that this group, along with millennials, are a major driving force in the luxury market, projected to represent up to 70% of luxury spending by 2025.
Our strategy emphasized a collaboration with carefully chosen influencers who are popular with the Gen Z demographic and can craft content that this group loves to engage with. Gen Z wants to see authentic, funny, and relatable content. They celebrate individuality and value connection, community, and self-expression.
In partnership with Coach, we designed a campaign deserving of an iconic fashion item. The Tabby bag has been reinvented a few times since it was first launched in the 1970s and we aimed to emphasize that it’s still and always will be “the bag of the moment.” And what better way to demonstrate this than by showing influencers with the Tabby bag looking trendy and just being in-the-moment? We also positioned it as a coveted collectible, indispensable to every style enthusiast's wardrobe.
The campaign coincided with the vibrant season of spring. Central to our campaign narrative was the portrayal of the Tabby bag as a quintessential springtime accessory, seamlessly blending nostalgic Coach heritage with contemporary aesthetics. With a focus on translating exposure into sales, we scoured our extensive influencer network to enlist creators on the Shoplooks platform with proven track records of driving engagement and sales for Coach.
Participating TikTok influencers included @yuliyacaster (660K followers) and @just.jully (516K followers). Instagram influencers @katyatolstova (495K followers) and @karinabnyc (680k followers) were also part of the campaign. Niki Sky (557K subscribers) and LValiquette (31K subscribers) were among our chosen YouTube creators. These wonderful ladies flawlessly integrated Tabby bag promotions within their Get-Ready-With-Me (GRWM) videos where they talked about its versatility and chic design that’s goes well with any season.
We know that Gen Z spends at least four hours a day on social media, with YouTube, TikTok, and Instagram as the most used social media app. We picked creators with a strong presence on all these platforms and a proven ability to engage with Gen Z through their creative and original content.
Our team actively participated in content ideation–tapping our deep understanding of the brand and the Tabby bag's essence–and communicating these ideas with our influencer pool. This proactive involvement resulted in compelling, cohesive, and well-timed content that truly hit the mark with our target customers.
Close coordination with Coach and influencers, coupled with diligent monitoring and quality checking of published content, allowed us to execute our strategy in the smoothest way possible. Tracking and analytics helped us make necessary adjustments along the way to optimize performance.
Through strategic collaboration and compelling storytelling done across multiple social media platforms, we could say that we were able to successfully rejuvenate interest in the Tabby bag as an iconic must-have for the Gen Z demographic. Ten influencers produced a total of 14 engaging video posts, shared across YouTube, TikTok, and Instagram. The campaign garnered a collective 710,000 views and 54,000 likes in a little over a month, demonstrating a strong resonance with the target audience.
Throughout the campaign period from April 12 to May 16, the influencers drove total sales on the Shoplooks platform to an impressive growth of 3,531% year-over-year. These results underscore the tangible impact of leveraging influencers to boost consumer interest and drive commercial success.
Coach's investment in the Tabby product launch campaign translated into an outstanding return on investment (ROI) of 264.36%, highlighting the effectiveness of the multi-platform approach.
Overall, the Coach Tabby bag multi-platform influencer campaign exemplifies the success that can be achieved through strategic collaboration, innovative content creation, and relentless teamwork.
