Social media harnessing people-power and pride

The Coach brand has significantly transformed in recent years under new leadership and a new visionary creative director. But as it continued to expand worldwide and supercharge its efforts to become the “company that defines modern luxury,” a gap emerged between the customer experience and the experience of more than 17,000 employees in over 1,000 stores, factories and head offices in North America, Asia and Europe. We were tasked with connecting this disparate audience with the new fashion-forward, digitally savvy Coach brand, while celebrating the company’s 75th anniversary.