Wholesale & DistributionManufacturing & Industrial
An In-House Agency to Revive Polaroid
Interim leaders and a new in-house agency stabilize Polaroid's team and sell out its first launches.
Polaroid
The Client
- Company
- Polaroid
- Website
- polaroid.com
- Industry
- Consumer Electronics
- Headquarters
- netherlands
- Employees
- 501-1000
About Polaroid
Polaroid, a historical player in the photography industry since 1937, focuses on creating analog instant photography tools that capture meaningful moments. In a world that tends to disconnect people, Polaroid aims to reconnect its users with the beauty of real-life experiences through tangible memories.
The Challenge
Polaroid, an iconic legacy brand with brand recall equal to Coca-Cola, was watching its sales dwindle. The mission was to make Polaroid relevant to today's youth, despite the conditions created by a global pandemic. At the same time, the marketing team was in a precarious state from high turnover and the pandemic's impact, putting the whole department at risk of collapse.
Our Approach
Chameleon Collective moved quickly, placing an Interim CMO, VP of Brand, and VP of Digital to support the Polaroid team. These leaders steered remote global teams, prioritized delayed initiatives, and found opportunities to improve. At the same time, we refreshed Polaroid's brand around its heritage and values to resonate with young consumers, and formed an internal agency to operate under the new narrative, position products, and guide executive leadership on best practices.
The Impact
The transformation was significant. For the first time, retailers were equipped with sell-in decks that positioned Polaroid as a reliable sales partner. The new approach exceeded sales objectives, with the first two products launched under the model selling out and going to waitlist. The engagement met a dual challenge at once: stabilizing an at-risk team and revitalizing a legacy brand during a global pandemic.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
Logistics Support ActivityBusiness TransformationAgency Management
