Case Study: Coach drives profitable growth and boosts Gen Z brand equity with Ovative Group’s EMRge™ Modern MMM+

Coach drives $1.7M in future revenue with Ovative/Group

The luxury brand Coach sought to reach Gen Z audiences and build brand equity through a message of confidence and self-expression. To break through the advertising clutter on platforms popular with this demographic, Coach partnered with vendor Ovative/Group and utilized their EMRge™ Modern MMM+ service.

Ovative/Group conducted in-depth research on Gen Z behavior to develop a full-funnel media strategy, which was implemented on platforms like TikTok, YouTube, and Meta. Using its Modern MMM+ to assess the effectiveness of upper funnel investments, Ovative/Group helped maximize campaign performance mid-flight. The campaign achieved a profitable Enterprise Marketing Return, driving $1.7 million in future revenue, exceeding media click goals by 369%, and earning recognition for getting Gen Z attention.

Coach