Client: Chameleon Pens
Deliverables: Social Strategy, Art Direction, Influencer Strategy, Paid Social, Reporting
Chameleon Pens
With Chameleon, the answer was never going to be polished product shots and polite captions. This is a brand for creative people, so the marketing had to be genuinely creative too. The brief was to increase awareness, improve share of voice, strengthen brand health and build out the content portfolio at the same time. The obvious route was social, but not in a superficial “let’s send some product to influencers” kind of way. It needed a proper artist community behind it.
I took the lead on the influencer strategy and the paid social built around it. That meant finding the right mix of nano, micro and hero creators across different artistic disciplines, looking well beyond follower counts and into engagement, style, usefulness and whether their work would actually make the product feel alive.
We built a deliberately varied content mix, from in-feed posts and Stories to tutorials, stop motion and animation, then amplified the strongest work through paid and through Chameleon’s own channels. Around moments like #Inktober, I pushed harder on Story frequency and creator-led content because social behaviour was showing us exactly where attention was strongest.
The impact came quickly. Within the first month, Chameleon’s share of voice rose by 9% in the US and 8% in the UK, with Instagram share of voice up 11% and brand health up 5%. One of the early creative videos also went properly viral, finding its way onto TikTok, picking up more than 32 million views and 3.5 million likes, while the first three months of artist activity reached over 4.7 million people even without counting that viral spike.