# Coach YouTube Strategy: 60% Higher Awareness | OVERTOP

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

 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.

  BusinessCoach MarketGlobal GoalWin a new generation of customers                ## The results.

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

  
 - **60%**increase in global top-of-mind awareness
- **6x**increase in consideration
- **29%**top-line growth
- **4.7M**unique 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.

             ## What they did.

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

  YouTube at the centerCoach made YouTube nearly 50% of its media investment, treating it as a main channel rather than an add-on.Long films and short clipsLonger YouTube films told the brand’s story; [YouTube Shorts](https://business.google.com/us/ad-solutions/youtube-ads/shorts-ads/) carried quick moments to people scrolling.Creators as the voice[Creators](https://business.google.com/us/ad-solutions/youtube-ads/brand-connect/) 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 bestAd 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 testHalf 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 togetherLong-form video built meaning; Shorts kept the brand in front of people every day. Each format did a different job.Borrowed trustCreators carried a credibility with younger viewers that a brand cannot buy with its own ads alone.Awareness that turned into salesThe 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](/youtube-ads/).

   Go where your next customers watchIf 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 shortA longer video that tells your story, cut into Shorts and bumpers that keep you in mind between visits.Local creators, no markupWe connect you directly with the best local creators for your audience, so their trust works for your business.Prove it reached the registerWe track branded searches, visits and sales before and after, so awareness spend is judged on what it does for revenue.        ## Who this play fits.

 You do not have to be a fashion accessories brand to use the same approach. It is a strong fit for:

  
 - Established brands winning younger customers
- Fashion, jewelry and accessories retailers
- Boutiques and lifestyle stores
- Family businesses handing over to a new generation
- Any brand that needs to be known, not just found
 
       ## Want results like these?

 Tell us about your business and your goals. We will show you where YouTube ads can bring you customers, and what it would take.

  [Start growing with YouTube ads](#audit) [Or call (704) 237-0707 ›](tel:7042370707)  [See how we run YouTube ads for our clients ›](/youtube-ads/)

        ## More YouTube ads success stories.

  
 - [       Fashion and apparel **4.4X** higher revenue ### Steve Madden

 Read the story › ](/success-stories/meta-ads/steve-madden/)
- [       Fashion and apparel **99%** lift in organic search traffic ### Underneat

 Read the story › ](/success-stories/meta-ads/underneat/)
- [       Fashion and apparel **25%** lift in return on ad spend ### Clarks

 Read the story › ](/success-stories/microsoft-ads/clarks/)
 
 [See all YouTube ads success stories ›](/success-stories/youtube-ads/)

 Results as published by Google in its May 2026 article on Coach. The measurement method was not disclosed; results for other businesses will differ. Analysis by Victor Bubuioc, MBA, Digital Performance and Growth Expert, published October 10, 2026.