The campaign set out to bridge the gap between a legacy luxury fashion brand and the rising Gen Z consumer base through authentic, culture-first storytelling. While Coach sought measurable outcomes like awareness and engagement, the deeper objective was to foster cultural relevance by partnering with influencers whose voices resonate authentically with Gen Z. In the creator economy, cultural alignment is more than marketing — it’s impact. Representation, relatability, and inclusion are critical in shaping Gen Z’s trust in brands.
This partnership was designed not just as a marketing collaboration, but as a strategic alliance between Shoplooks and Coach — leveraging Shoplooks’ expertise in influencer relationships and Coach’s vision for cultural connection. Together, we aimed to:
Our campaign strategy was grounded in cultural insights that show Gen Z’s purchasing decisions are increasingly tied to identity, authenticity, and representation. According to a McKinsey study, 70% of Gen Z consumers say they are more trusting of brands that reflect their personal values, and 63% prefer seeing real people rather than polished celebrities in campaigns. Similarly, Deloitte reports that Gen Z actively seeks out brands that embrace inclusivity and cultural relevance, shaping their loyalty not only through products but also through values.
With this in mind, Shoplooks designed the campaign around cultural storytelling rather than traditional product placement. Rather than casting a wide net, we strategically partnered with three Gen Z creators with 100K+ followers each, chosen for their authenticity, creativity, and influence within their communities. These creators were not just influencers — they were cultural translators, bridging the gap between a legacy luxury brand and a new generation of consumers.
Execution was twofold:
This collaborative model — with Shoplooks guiding influencer selection, campaign strategy, and measurement while Coach supplied brand vision and creative direction — illustrates the strength of true brand partnership.
This strategy addressed one of the biggest challenges facing luxury brands today: connecting authentically with Gen Z while maintaining aspirational value. By giving creators creative freedom and prioritizing cultural resonance, the campaign extended beyond transactions to conversations. Influencer content included day-in-the-life reels, lifestyle integrations, and creative photo shoots — each uniquely aligned with the creator’s personality and community.
The result was not just visibility, but cultural relevance. Coach was positioned as part of Gen Z’s cultural dialogue on self-expression, representation, and identity. By rooting strategy in cultural studies and blending organic and paid storytelling, the campaign ensured authentic connections that were both socially impactful and commercially successful.
The campaign exceeded expectations both commercially and culturally. In four months, it delivered:
Most importantly, the partnership achieved measurable results while elevating Coach’s cultural relevance. Comments and engagement showed audiences connected to both the product and the people behind the storytelling.
By aligning brand values with creator authenticity, the Shoplooks–Coach partnership set a benchmark for how strategic collaborations can drive measurable results while positioning brands at the heart of cultural conversations.