Self-Expression Through Gaming

The Challenge

Many brands entering gaming have led with celebrity ambassadors who lack genuine credibility within the community, coming across as inauthentic to a Gen Z audience that values trust and cultural fluency above all else. Coach recognised this pattern and set out to do something genuinely different.

The Strategy

With research showing that 55% of Gen Z trusts influencers more than traditional celebrities, and 48% of Gen Z active on Roblox, Coach identified a clear opportunity to connect with this audience through known and trusted voices within gaming itself. The brand launched an integrated gaming campaign across popular Roblox fashion experiences Fashion Klossette and Fashion Famous, as well as virtual avatar platform ZEPETO, with authenticity and self-expression at the centre of everything.

The Work

Coach identified leading gaming creators with strong Gen Z followings and distinctive personal styles who genuinely embodied the values of self-expression the campaign was built around. The activation spanned IRL product seeding, bespoke mementos, VIP hosting in New York City, and hands-on access at an exclusive launch event at Coach's flagship store, alongside paid content across key platforms. The result was an integrated cultural moment that felt native to the gaming world rather than imposed on it.

Results

The campaign generated widespread excitement across key gaming platforms, with exceptional sentiment metrics and significant scale of community participation. A large proportion of engagement was earned rather than paid, reflecting the genuine cultural resonance of the activation.

The Judges' Verdict

“Rather than chasing visibility through celebrity, the brand embedded itself within gaming communities through creators who lived and breathed the space.”