Results at a Glance
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Immersive takeovers within Roblox’s Fashion Klossette and Fashion Famous
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Cross-platform activation across Roblox and ZEPETO
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Integrated virtual and real-world experiences
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Flagship NYC event
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IRL product seeding and personalised mementoes
“Authenticity drove engagement with digital natives.”
The Insight
Gen-Z audiences favour creators over traditional celebrities, particularly within gaming environments where authenticity is critical.
To connect meaningfully, Coach needed to embed itself within the platforms and communities Gen-Z already inhabited.
The Strategy
Coach partnered with influential gaming creators deeply rooted in Gen-Z communities across Roblox and ZEPETO.
Departing from a celebrity-led model, the campaign centred on community-first storytelling, championing self-expression and creator credibility.
The goal was to build trust through participation rather than promotion.
The Execution
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Immersive in-game takeovers within Roblox’s Fashion Klossette and Fashion Famous
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Creator-led integrations across Roblox and ZEPETO
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Digital activations paired with real-world touchpoints
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IRL product seeding and personalised mementoes
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Flagship NYC event connecting virtual and physical audiences
The campaign delivered a seamless blend of gaming culture and fashion expression.
The Impact
By prioritising creators and community over celebrity endorsement, Coach built genuine engagement within Gen-Z gaming spaces.
The multifaceted activation redefined how fashion brands connect with digital natives through gaming, setting a new benchmark for authenticity in brand-led entertainment campaigns.