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How Coach increased their followers by 35,000 by featuring mothers across the world

An Introduction:


Coach is a multinational luxury fashion company based in New York City and are considered one of the pioneers of the luxury industry. Founded in 1941 by Lillian and Miles Cahn, Coach has seen a steady growth, with a solid revenue of $4.24 billion as of 2016. With over a thousand stores and more than 17,200 employees, they have make impressive leaps in their industry and are not stopping anytime soon.


Coach is now a company valued at over $10 billion. Being one of the world’s leading fashion accessory brands, the company’s products target the affordable luxury business and include handbags, watches, footwear and apparel, among other things.


WeChat Strategy For Success:


Coach makes a big play in product promotions and loyalty programs via WeChat, while also giving women across the world a chance to feature their mothers on Coach’s homepage through their ‘#MyFirstCoach’ campaign,


  • Once a user follows Coach’s main WeChat account, the brand pushes the user to become a member by entering their Chinese mobile number with a chance to win a Coach handbag.


Coach has also smartly linked WeChat and Weibo with the company website. For example, to celebrate Mother’s Day in 2015, Coach ran a campaign called ‘#MyFirstCoach’ to address how mothers were their daughters’ first coach.


  • Weibo users who uploaded photos of themselves and their mothers had an opportunity to be featured on Coach’s homepage and win a Coach wristlet.
  • The brand also purchased WeChat Moments ads to promote ‘#MyFirstCoach.’
  • The campaign in turn increased Coach’s WeChat followers by 35,000, as well as received more than 5,000 submissions and 2 million impressions in three weeks.



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