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Coach's holiday film appeals to fans on the naughty list

Accessories brand Coach is encouraging social media users to buy its bags for fans this year through a holiday video showcasing what some aficionados will do to get their hands on the newest products. 

The accessories manufacturer shared a video on social channels to raise awareness for loved ones of Coach fans, attempting to drive sales for the holiday season. The video features a devotee on the naughty list shaking down Santa Clause for the brand's coveted Swagger bag. 

?Sharing our video on social media enables our fans and engagers to experience our brand in a new and unexpected way, putting Coach top of mind," said David Duplantis, president of global marketing, digital and customer experience at Coach. "Making the video entertaining drives virality. 

"At Coach, we wanted to create a holiday video that is light-hearted and shows just how far a girl will go to get her Coach Swagger bag," he said. 

Veering towards video 
The video on social media is a comedic take on bullying consumers into shopping for Coach this holiday season. The scene opens with a Santa relaxing on the day after Christmas at his home in the North Pole when he hears a knock at the door. 


Video shows a Coach fan waiting at the door to seek revenge

When he answers the door, a stylish woman throws a punch and knocks him out on the floor. She then walks over to a keypad and opens a sliding door to reveal a collection of Coach bags, taking the Swagger bag, and on her way out changes her classification from naughty to nice on Santa?s list on his computer. 

The scene fades to black with the hashtag #BuyCoachOrElse, but before the video ends a shaken up Santa is quickly shown pouring himself a spiked glass of milk.


The film featured on YouTube is located on Coach?s Web site and is making the rounds on social media. The narrative lends itself to multiple shares through the social media sphere, which increases the campaign?s audience as well as drives awareness for the bags. 

Social media swagger
The fashion bag brand is not a stranger to social media and has taken to mobile and social platforms often over the past year to connect with consumers. 

Over the summer, the brand enabled fans to virtually place their pets in Coach bags via a new feature in the brand's mobile application whose launch coincides with the kick-off of the #CoachPups campaign to raise funds to combat animal cruelty (see more). 

Coach also took to social media to invite Insta-famous personalities to customize pictures of bags in their own manner to celebrate consumer individuality (see more). 

"We really wanted to amplify the playful side of Coach in an unexpected way," Ms. Duplantis said. "Our objective was to create a film that is fun, and emphasizes Coach as a highly desirable and coveted gift."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer