Coach launched a month-long online campaign following the unveiling of its new Kristin Spring collection which not only included traditional online banner ads and advertorials, but also featuring video ads on China's top video sharing site Youku.
Coach also set up its own Youku channel at Youku.com/CoachChina to provide a video sharing hub for the company's Chinese fans.
Bite Communications were responsible for media buying and strategy in the campaign.
Sue Bai, internet manager of Coach China, elaborated that the firm was interested in exploring innovative ways in establishing its digital presence in China.
"Our latest collection of Kristin has been presented in video media sites with new formats. We are hoping to leverage this channel to reach our online audience with a fresh new look. We believe that digital marketing has the potential to expand even further and we are keen on incorporating digital in our future launches."
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