Class: Digital Marketing

Coach

A digital audit across Instagram, TikTok, and Twitter (X) focused on identifying practical opportunities for improvement.

Project Overview

  • Role: Lead Social Media Strategist and Content Analyst

  • Scope: 3-Platform Digital Audit, Audience Engagement Analysis, Influencer Sourcing

  • Target Brand: Coach

  • Team Size: 4

  • Deliverable: 3-Page Report and Executive Presentation

The Challenge and Strategic Objective

Coach has successfully repositioned itself to capture Gen Z and younger millennial consumers through expressive luxury and culturally relevant digital activations. The objective of this project was to evaluate Coach’s organic performance across three primary social platforms, identify engagement bottlenecks, and engineer an authentic influencer partnership strategy aligned with brand values.

  1. INstagram

    I audited content trends, product storytelling, and customer comment sentiment. I also evaluated the relationships between views and engagement.

  2. TikTok

    I analyzed video trends, content choice, and comment section community management. I then assessed whether content felt platform-native or repurposed from Instagram. analyzed video trends

  3. Twitter (X)

    Deliver clear, practical opportunities to increase digital engagement while preserving brand integrity—so future content feels more connected, recognizable, and effective.

Key Findings

  • • Community Management: Coach's relative negligence of their comment sections has stunted a true community and meaningful engagement patterns from taking form.
  • • Audience Sentiment: direct customer inquiries and criticisms required acknowledgement and turnaround to sustain momentum.

Creator 1: Paige Bueckers

    • Niche: WNBA

    • Strategic Rationale: familiarity with the Coach brand. WNBA is on the rise and featuring a star from the league would be received well by the large female demographic that Coach oversees. In her posts with them, she also demonstrates high audience trust.

Creator 2: BTS

    • Niche: Kpop

    • Platform: Instagram, 81m+ followers

    • Strategic Rationale: Coach has already collaborated with individual members and the group’s strong emphasis on presentation and image aligns with the values of the Coach brand. They are also a very popular group and collaborations with other figures in the Kpop scene have shown overwhelmingly successful results already.