March 13, 2017

Connecting a global community by celebrating the employee experience


Coach, a brand with an indisputably rich heritage, is on a journey to become the very definition of modern luxury. With an aggressive brand transformation underway worldwide, it needed to connect its 15,000-strong and globally disparate team with the fashion-forward, digitally savvy Coach brand and celebrate its 75th anniversary.

#LIFEATCOACH – a digital social experience  – was created to commemorate the passion employees have for the company. The concept is simple: enable people to showcase what working at Coach really means to them and harness their love for social media.

We inspired teams worldwide to share their Coach story and aggregated their creative contributions onto a dedicated platform, hosted on the Coach careers website. Identifying and tapping into an influencer community within the company enabled us to seed content on the site pre-launch, winning early buy-in for the campaign and creating buzz.

Officially launched at the brand’s 75th anniversary party, the #LIFEATCOACH hashtag was swiftly rolled out throughout the organization. To continue the conversation and maintain momentum, contributions are being celebrated across multiple communications channels on an ongoing basis, both internally and externally.

There is no shortage of cool at Coach and leveraging the passion of its people as brand ambassadors has tapped into the creativity and authenticity that lie right at the heart of the company. Jen Leemann, Vice President, Internal Communications said: “We always knew we had passionate and engaged employees around the world. Our challenge was to find a way to share that passion and connect all our disparate employees in a visual and modern way. #LifeAtCoach has become a new community hub with participants from all over the globe, in both stores and our corporate office. It’s been an incredible way to let our people tell our brand story and build a global culture.”

Three things that you could take away from the campaign?

  • Leverage the digital channels your people are using everyday to bring your  audiences together and create a sense of community
  • Engage your people in celebrating your company’s pivotal moments
  • Don’t be afraid to use the raw and unedited employee voice to attract new talent and connect with the customers. Your people are your often your biggest advocates and brands are built from the inside out after all