Courage to
Be Real
Coach sought to reach Gen Z audiences and build brand equity through a message of confidence and self-expression. The brand partnered with Lil Nas X to inspire audiences to have the Courage to Be Real. Coach partnered with Ovative experts to break through the advertising clutter on Gen Z’s favorite platforms like TikTok, YouTube, and Meta.
$1.7 Million
Achieved profitable Enterprise Marketing Return (EMR) in future revenue for Coach in the following 12 months
APPROACH
Driving profitable growth with our Modern MMM+
Ovative conducted in-depth research on Gen Z behavior to develop a full-funnel media strategy that effectively engaged the audience on their favorite platforms. Using its Modern MMM+, Ovative assessed the effectiveness of upper funnel media investments on sales and customer value, enabling it to maximize campaign performance mid-flight.
IMPACT
Advanced measurement unlocked future revenue
Coach built brand equity and broke through advertising clutter, exceeding campaign performance goals.
$1.7M
Future revenue driven
369%
Exceeded media clicks compared to goal
Recognized by Ad Age’s The Harris Poll for brands getting Gen Z attention
