Coach is attempting to appeal to the younger demographic by engaging millennials and Gen Z on Snapchat. Because this is a luxury brand, it needs to add value when rolling out marketing campaigns. Coach is attempting to add value by interacting with the emerging target demographic. It has created an add that functions as a quiz game where the user can determine what mascot they most represent. By telling the user “You’re [Uni, Rex or Sharky]”, Coach is helping the user identify with the brand. Moreover, by highlighting some positive traits of the mascot, the user is made to feel complimented, which softens their barriers and lowers their guard.
Coach continues the ad with “Styles You’ll Love”. Given that the game already knows the user’s personality, who is to say that it doesn’t already have a grip on the user’s tastes and product preferences. If it guessed the products correctly, the user will likely click on the conveniently placed link leading to the company’s online store front. Alternatively, the user can also opt to unlock a filter. The filter is only available for an hour after it has been downloaded and only users who have stumbled on the ad have access to the filter. Building this exclusivity mirrors the brand’s image. It also allows users to share the marketing campaign with their friends by sending them a snap with the filter. This has the possibility of creating word of mouth advertising and increasing the popularity of Coach.
Overall, this is a very interesting campaign that seems to maintain Coach’s brand image. It’s a marketing campaign that shows that Coach is branching out of the typical target market and is trying to gain brand equity while the users haven’t yet gathered the means to be able to afford the brand. The luxury brand is essentially building a loyal future customer base.