COACH THE VOTE
Agency brought on to provide campaign and strategic direction to create a Get Out the Vote campaign that spoke to Coach's values and to marry into their support for the Black Lives Matter movement. RV partnered the brand with LeBron James' More Than a Vote (MTAV) - an advocacy organization dedicated to protecting the black vote against misinformation and voter suppression.
Campaign hit in two waves:
1. Register to Vote - simple calls to action to register to vote via the MTAV portal, led by Coach ambassadors including Jennifer Lopez, Megan the Stallion & Michael B Jordan.
2. Go Vote/Voting Plans - IG Live sessions featuring singer and actress Jackie Cruz spoke with President and CEO of Voto Latino, Maria Teresa Kumar on voting early, why voting matters and the Latinx vote; businesswoman, actress and activist Angelica Ross and civil rights lawyer and President of the Human Rights Campaign, Alphonso David -on why the Queer vote matters; and actress Logan Browning and Executive Director of The Advancement Project, Judith Brown Dianis on voting safely during a pandemic. Content also included a series of calls to action highlighting misinformation and suppression topics such as when to request a mail in ballot and how to make sure your mail in ballot is counted.
Part of the strategy and messaging consideration was to make sure the brand remained non-partisan whilst ensuring that the message of its stance supporting the protection of black and brown voters was front and center.
All content created by Coach internal. The campaign ran across all Coach main channels - social, digital and CRM.