For the seventh year in a row, Coach sponsored the Friends of the Highline’s Summer Party to raise funds for New York City’s one-of-a-kind elevated park. As part of the event, Coach took to its social channels to provide coverage of the star-studded event and hype its new fragrance, Coach for Men.
On Instagram, the brand documented the party for its 1.9 million followers with photos and video of the guests, including brand ambassadors Chloe Grace Moretz, James Franco, and Stuart Vevers, the brand’s creative director. Vevers and Sasha B. Lane, an actress, also posted to their personal accounts with more than 80,000 followers each.
The brand posted stories to both Instagram and Snapchat. The Instagram Story featured a series of vertical gifs, video, and images, while the snap featured similar images enhanced with the Spectacles feature—a landscape mode that encourages users to tilt their device to view the image from different angles and vantage points.
While landscape mode differentiates Snapchat from Instagram Stories, brand activity on Snapchat is in serious decline compared to last year. As documented in L2’s Fashion: Spring NYFW 2017 Insight Report, Instagram Stories overtook Snapchat in both brand adoption and total posts for the Fall-Winter 2016 and Spring-Summer 2017 shows by a wide margin.