The challenge

Founded in New York in 1941, Coach is a multinational luxury fashion company renowned for its accessories and leather goods. As the company prepared to launch its flagship UK store in Regent Street in November 2016, it wanted a campaign to drive brand awareness and footfall into the store as well as to promote its Regent Street Exclusives products.


Our Approach

With its influential fashion credentials, high ABC1 and 25-45-year-old reader profile, Grazia was the perfect fit for Coach. The magazine’s 50% London distribution meant it was also well-targeted for promoting the company’s London store. Our aim was to elevate the Coach brand and create an alignment with Grazia editorial that had never been done before.


The Idea

For the first time ever, Grazia gave a brand the bespoke cover treatment in the form of an editorially integrated, partial cover wrap. Featuring celebrities wearing Coach’s key products and promoting its new store, the issue ran across news-stands in London and the south-east. To increase visibility further, street teams hand-distributed 100,000 copies with a full cover wrap around Oxford Circus during the morning and evening rush hours for two days. The campaign, which also combined editorial and advertorial features with digital and social activity, culminated in an exclusive Grazia party for 200 lucky readers in Coach’s Regent Street store.


Execution

Alongside the cover wraps, the campaign launched in Grazia with a DPS advertorial promoting the opening of the flagship store, its exclusive products and offering readers the chance to win tickets to the exclusive reader party. This ran alongside multiple editorial inclusions - The Fashion Charts, which highlights the Top 10 buys of the week, included the Coach bomber jacket; while Love Love Love, a dedicated page to the week’s fashion piece, featured the Coach Regent Street Exclusives Rogue bag. An eight-page exclusive Coach fashion story, styled and written by the Grazia team, further integrated the two brands. Grazia also ran a series of native articles online, written by the editorial team, to promote the store opening and create excitement around the new collection. These were amplified with sponsored social media posts on Twitter, Instagram and Facebook, alongside content amplification across other female-orientated Bauer brands online.

We also ran an exclusive styling event attended by over 200 guests that featured a trend talk by Fashion Editor Charlie Gowans-Eglinton, opportunities for guests to have one-to-one personal styling clinics with the Grazia fashion team, prize giveaways and goody bags. To promote the event, a solus newsletter invite was sent out to 28,000 Grazia readers. Those who replied then received an email encouraging them to get excited about the event and to share the invite with their friends. We also ran social posts, native articles and promotions in Grazia magazine for two consecutive weeks. On the night, we used the exclusive #GraziaLovesCoach to generate over 3,000 views of pictures on Instagram live and bring in over £11,000 in added value. Following the event, Grazia shared photos in its Party People section, which showcases the week’s hottest events.

Grazia played a key role in the launch of Coach House Regent Street in November 2016, a huge brand moment for Coach in the UK. Together, we built a partnership that allowed us to take a multi-platform holistic approach and deliver our message in a credible, engaging way. From the media first cover wraps right through to our in-store event, the campaign gave us genuine reach and drove traffic through the doors during those first vital weeks of launch.

The Coach Marketing Team

Results

627,000

Magazine Reach

270,000

page Impressions were delivered online, 35,000 more than anticipated

1.56%

average engagement rate of Instagram posts, which is above the average 1% benchmark.

1.74%

native Instagram engagement, again above the average 1% benchmark.

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