As part of its increased brand marketing efforts, Coach launched an experiential pop-up in NYC this week under the catchy name “Life Coach.” The event, which was heavily promoted through Coach’s social media channels with the corresponding hashtag, doesn’t include any Coach products. Rather, it’s entirely focused on promoting the brand.


It’s unsurprising that Coach, which ranked seventh for social media marketing in Gartner L2’s Digital IQ Index: Fashion, made strategic decisions about how to promote the pop-up on Instagram. In the past, the most interaction-generating posts on the @coach Instagram have been those focused on collaborations. These successful posts often include tags and hashtags about the relevant influencer or collaboration. For example, the top-performing post in the past year depicts Selena Gomez before the Met Gala and includes a tag and hashtag referencing the celebrity.

For the new #LifeCoach campaign, Coach stuck with what worked well in the past by taking a collaboration and influencer-heavy approach to the Instagram posts used to promote the event. The posts are littered with the Instagram handles of DJs, performers, and special guests attending the Life Coach event.

In addition to regular images and videos, Coach posted and highlighted several Instagram stories with footage from the first few days of the pop-up. In keeping with the brand’s Instagram strategy, the highlighted stories revolved heavily around the influencers and collaborators in attendance at the event such as Ne-Yo and Joan Smalls.

The event is clearly intended to merge the real-life experience with the digital, as evidenced by the use of the #LifeCoach hashtag and the tailoring of the physical event space to encourage Instagram posts. Coach also leveraged Instagram stories to bridge the virtual and concrete aspects of the pop-up by including interactive elements. The stories aim to drive Instagram viewers to visit the pop-up “IRL”, with virtual versions of some of the activities available at the pop-up as well as options to “swipe up to book.” Online reservations are fully booked, making clear that the approach was ultimately very successful in driving interest.

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