A recent Coach campaign provides a valuable lesson for all marketers aiming to broaden their reach. The handbag brand wanted to diversify its audience to include Gen Zers. Coach conducted thorough research to understand what this particular group found appealing about Coach and how it could leverage that information in its marketing strategy.
The result? Coach discovered the popularity of its Tabby Bag among this age group and smartly partnered with influencers who resonated with Gen Z. The outcome was phenomenal, with Coach emerging as the No. 1 handbag brand among teens.
What can other brands learn from Coach’s strategy? It’s simple yet effective: Harness the power of data and insights to identify and reach untapped audiences. Partnering with influencers can be a powerful bridge, enabling your brand to connect and engage with these new audiences.
Influencers as a bridge to new and diverse audiences
Influencers have a unique ability to connect with a diverse range of people. The key is to collaborate with influencers who genuinely resonate with your brand and can effectively communicate with the new audience you’re targeting. This introduces your brand to a new demographic and extends your reach within their interconnected communities, enhancing brand awareness.
Collaborating with creators also allows brands to harness their creativity and authenticity. These credible influencers can help cultivate brand affinity, fostering a stronger connection between your brand and potential customers.
How brands can effectively reach new audiences
Connecting with a mostly untapped market takes strategic planning. Finding the right influencers is key. It’s not about how many followers they have but the trust and credibility they’ve established with their audience. Think of it as finding a trusted guide for your brand in a new territory.
Once you’ve identified these influencers, the next step is to build a real relationship with your influencer partners. Engage with their content, get to know them and trust their creative abilities. Influencers know their audiences best, so work together to create something that resonates. A creative brainstorming session can lead to some unique and effective content.
Also, it’s important to utilize the goldmine of audience insights these influencers can provide, from which posts their audience loves most to trending topics in the community to cultural references. These insights can help you craft compelling content that drives action from the audience.
Coach’s successful strategy is an excellent example of how you can leverage consumer insights to craft the right strategy for your brand. If you’re curious about how your brand can benefit from a similar approach, don’t hesitate to reach out.
Written by: Jaime Krzos – Senior Strategist at IZEA
About the Author: Jaime Krzos
As a Senior Strategist, Jaime uses her extensive background in the influencer marketing space to craft effective strategies for leading brands that achieve measurable success. With a keen eye on industry trends, a pulse on pop culture and a passion for creative storytelling, she stays at the forefront of the creator economy, consistently delivering innovative and impactful strategies.
