"What we needed was to build brand relevance with the younger generation. Content creators became a crucial part of Coach's marketing plan, with partnerships evolving to longer-term collaborations."
"The Pham partnership increased brand consideration among Gen Z female shoppers, which is one of Coach's core KPIs. We're seeing an impact not only on brand, but also on those business metrics."
"This is translating into incredible supercharged acquisition of Gen Z in like month over month, quarter over quarter business growth."
"Invest in the creators that can authentically represent your brand, leveraging the trust between YouTube's content creators and their loyal viewers."
Coach, a heritage luxury handbag brand, seeks to build relevance with Gen Z by collaborating with content creators. VP Kimberly Landry Wallengren emphasized the importance of long-term partnerships over transactional collaborations. The brand's partnership with YouTube creator Haley Pham has notably increased brand consideration among Gen Z female shoppers. This strategy has led to significant business growth, demonstrating a positive impact on both brand perception and key performance indicators. YouTube's new Creator Partnerships platform aims to connect advertisers with creators for authentic brand representation.
Read at www.businessinsider.com
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