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The influencer marketing industry is primed to hit over $21 billion in 2023. As consumers demand accountability and authenticity before they hand over hard-earned dollars, brands turn to creators to bridge the gap. That’s why they leaned into influencer marketing when Coach needed to align with a young audience for its new perfume, Coach Dreams Sunset.

Coach, a leader in modern luxury accessories and lifestyle collections, partnered with Interparfums Luxury Brands Inc. to develop, manufacture, and distribute its new fragrance,
Coach Dreams Sunset. With big goals to reach young audiences, Coach needed an innovative strategy to build authentic connections.
 
Thanks to a dynamic influencer campaign, this sweet scent reached 2.3m+ people and entered the eager hands of the elusive demographic of female-identifying consumers aged 18-34 across the US. Let's unveil the replicable strategy so your brand can achieve a similar success story.

Learn how Coach partnered with diverse influencers to:

- Target fresh audiences to successfully launch its new fragrance

- Surpass the industry benchmark for seeded influencer programs by 18%

- Reach a 2.3+ million audience across the entire campaign

The sweet smell of successful partnerships
 
With its fresh pear sorbet, jasmine, and creamy vanilla scent, Coach Dreams Sunset is perfect for today’s teens and twenty-somethings.
 
Coach’s target audience included female-identifying consumers aged 18-34 in the US within urban locations who are primarily English-speaking, with Spanish-speaking as a secondary audience goal.
 
Coach knew influencers were the best partners to reach a young audience. The luxury brand needed influencers across tiers and urban locations to create user-generated content (UGC) to post on its social channels. They turned to Studio by impact.com to build this strategic bridge between their brand and fun-loving college students and recent graduates.

A hybrid compensation approach
 
To help Coach meet its program goals, Studio by impact.com built a hybrid compensation approach, including a paid and seeding program.

The impact.com team received 428 influencer applications from seven target locations — New York, Los Angeles, Chicago, Miami, Washington D.C., Dallas, and Houston. The team narrowed the final cast down to 16 paid influencers (macro, mid, and micro-tiers) and 40 micro and nano-influencers (seeds) to share their review of the fragrance and create user-generated content (UGC) that Coach could repost on its social channels.
 
The team guided influencers to create engaging content, encouraging them to document adventures with friends while highlighting Coach Dreams Sunset as part of the experience. In this influencer brief, the Studio team also included thought starters for content ideas, fragrance notes, and packaging details.
 
There were two primary phases of engagement:
 
1.) The first pulse of content went live pre-launch to generate buzz, where Studio positioned Coach Dreams Sunset as the ideal summer scent for road trips, beach days, and every day in between.
 
2.) The post-launch aligned with the back-to-school season, and the messaging focused on how this shopping wasn’t complete without Coach Dreams Sunset.

The numbers brands dream of
 
After three months, impact.com was able to:

- Partner with a diverse pool of 56 influencers across many US cities.
- Facilitate the creation of 211 pieces of user-generated content (UGC), including in-feed Instagram posts, Stories, and Reels.
- Reach a 4.5% average engagement rate across all content for seeds.
- Reach a 3.7% engagement rate with content from paid influencers.
- Gain a total reach of more than 2.3m with paid and seeding influencer content.
 
Notably, 83% of seeds posted content for Coach’s program, compared to the 65% benchmark for similar seeding programs that Studio runs with the same budget and number of seeds.
 
Coach also saw traction with its target audience, female-identifying consumers aged 18-34 in the US within urban locations who are primarily English-speaking, with Spanish-speaking as a secondary audience goal. The impact.com efforts resulted in the following:
 
- 80% of the audience included consumers aged 18-34.
- 7% of the audience spoke Spanish.
- The vast majority of the audience resided in urban cities, with more than 5% in New York City, 4.5% in Los Angeles, and 2% in Houston.

Ready to maximize your influencer program?  
 
With impact.com as your solution, you can share your brand story at scale to connect more powerfully with your target audience. If you’re ready to learn more about how our highly customizable influencer management system can help you meet your goals, request a demo and get started today.