In the midst of a pandemic, we observed a renewed appreciation of the importance of human connection. Forced time apart caused many to reflect on the fundamental social nature of humans. One of the dominant themes of the pandemic has been that the most successful protective measures we have require us to change our behavior to help other people, and trust that they will do the same for us. As the world entered a new phase in the pandemic, we observed a shift in attitudes from seeking shelter, looking inwards to seeking newness and looking outwards. In this 2021 campaign, we wanted to share the ways in which family impacts our life and respond to the cultural moment we are in by creating stories that inspire optimism.

Our spring creative concept was centered around "Family makes the world go round" which ultimately landed us at "Coach It Forward".

"Family" represents the power of the collective, "the world" encompasses the global reach and outward looking and "go round" represents the optimism, positivity, and forward moment.

Gratitude is what moves us forward. Acknowledging the people we work with, who inspire us and make our world go round.

The people who believe in us so much, we consider them family.

Coach has always stood for people who move the world forward. It's in our DNA to create community, to connect and to champion people who act with authenticity towards driving change. There has never been a better time to further expand the Coach Family spirit by creating a ripple effect of optimism around the world and that begins with sharing gratitude.

"Coach It Forward" is a platform to capture and broadcast messages of recognition to those who move our world forward. Our global ambassadors kicked off the campaign by sharing special messages of gratitude to people in their lives and then asked the Coach community to leave messages of gratitude for someone who moves their world forward and have the community join in and share their special messages for a chance to be featured on the Coach social channel.

We setup phone numbers around the world, including United States, Singapore, Malaysia, Japan, China, Australia, New Zealand, Germany, and United Kingdom for our community to participate through voicemails and text messages.

We collected all the messages and Coach broadcasted the top messages on their social channel and website as a way to incorporate the brand's community into the campaign and share heart-felt dedications around the world.

Coach starting teasing the campaign on January 24, 2021 exclusively on Instagram followed by individual ambassador videos along with campaign imagery. The call to action to the community was greatly received and an influx of callers rapidly starting sharing their unique messages via voicemail and text message. By the end of the first week of launch, Coach started showcasing the top messages on their social channel. The campaign ambassador assets were used on social media, website, in-store, store windows and the ambassadors' own social channels up through April 2021.

Coach Spring 2021 campaign was well received by the community. Thousands of participants called or text messaged their unique and genuine messages of gratitude. Ultimately, this campaign received over 1.6 Billion impressions over social media including Facebook, Instagram, and Twitter. Overall the publicity value equated to $15.3 Million.