How Coach use creative testing to guarantee global success

Challenge

Faced with a slowdown in luxury spending, Coach recognized the need in 2023 to pivot its strategy toward Gen Z, a demographic prioritizing authentic self-expression over traditional perfection. This reinvention centered on a new global purpose: "Courage to Be Real."

To maximize their investment in this high-stakes shift, Coach required a rigorous framework to validate that their creative storytelling resonated globally before hitting the market.

Solution

Coach partnered with Human Made Machine (HMM) to implement a phased testing framework across their creative lifecycle and maximize the impact of their global media investment.

• Pre-production: Storyboard testing to refine the narrative early in the process.
• Post-production: Testing semi-finished assets to guide directorial adjustments.
• Final Review: Optimizing finished assets to ensure peak performance before the global launch.

HMM’s early-stage feedback provided directors with clear guidance on which scenes to amplify, eliminate, or clarify. In the final stages, these insights allowed for precision tuning, ensuring every campaign was both creatively and mathematically positioned to succeed in a competitive digital landscape.