YouTube Ads success story · Fashion accessories brand

How Coach raised top-of-mind awareness 60% by making YouTube central to its marketing.

Name: Overtop Media Digital Marketing
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Coach is a long-established brand that wanted younger customers. It put nearly half of its media investment into YouTube, mixing long films, creators and Shorts, and the brand’s awareness and sales followed.

Business: Coach
Market: Global
Goal: Win a new generation of customers

Woman on a city sidewalk carrying a green leather handbag with a tan strap

The results.

Google did not publish the periods these results are compared with.

60%increase in global top-of-mind awareness
6xincrease in consideration
29%top-line growth
4.7Munique viewers reached by one creator’s videos

As published by Google in May 2026. The measurement method was not disclosed.

The challenge.

Coach is a long-established fashion brand. Its challenge was to stay relevant to Gen Z, a generation that discovers brands through creators and video rather than magazine ads and store windows.

A heritage brand that talks down to young customers, or copies their trends badly, loses them. The brand needed to show up where they watch, in a voice they trust.

Google illustration of three creators in vertical YouTube Shorts frames

What they did.

Long-form YouTube films · Creator content · YouTube Shorts · Paid promotion

YouTube at the center: Coach made YouTube nearly 50% of its media investment, treating it as a main channel rather than an add-on.
Long films and short clips: Longer YouTube films told the brand’s story; YouTube Shorts carried quick moments to people scrolling.
Creators as the voice: Creators the audience already followed presented the products in their own way. One creator’s videos reached 4.7 million unique viewers.
Paid promotion behind the best: Ad budget amplified the strongest content so it reached far beyond the people who would have found it on their own.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Commitment, not a test: Half the media budget on one platform gave the strategy enough weight to move awareness across the whole market, not just a test group.
Story and speed together: Long-form video built meaning; Shorts kept the brand in front of people every day. Each format did a different job.
Borrowed trust: Creators carried a credibility with younger viewers that a brand cannot buy with its own ads alone.
Awareness that turned into sales: The 29% top-line growth shows the attention was not just vanity. Consideration rose sixfold and revenue followed.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our youtube ads management.

Go where your next customers watch: If your current customers are aging, we use YouTube and Shorts to reach the next generation in your market with video made for them.
Pair long and short: A longer video that tells your story, cut into Shorts and bumpers that keep you in mind between visits.
Local creators, no markup: We connect you directly with the best local creators for your audience, so their trust works for your business.
Prove it reached the register: We track branded searches, visits and sales before and after, so awareness spend is judged on what it does for revenue.