Drive Change: How Chameleon Collective Fueled Carputty’s Market Entry

Challenge:

We were met with a multifaceted challenge as we set the stage for Carputty’s grand debut, aiming to reframe the auto lending industry. While Carputty promised to let consumers breeze past the notorious finance office during their car-buying journey, introducing such an innovation under a brand-new, not-so-straightforward name presented its unique set of hurdles. The goal? Get people talking and trusting a solution they hadn’t realized they craved.

Approach:

Stepping in with audacious intent, Chameleon Collective’s fractional CMO orchestrated a hand-picked team of maestros—a creative director with an eye for the distinct, a sharp-witted copywriter, a digital media maverick, and a social media savant. Starting with a soft launch, our focus was the Southeast, leveraging the power of social media to kindle the flame. But we didn’t stop there. An expansive multi-channel strategy was meticulously designed to amplify brand awareness and shepherd traffic to Carputty’s online hub.

Impact:

With our innovative tactics, Carputty didn’t just meet traffic goals; it consistently exceeded them. Gaining deep insights into channel efficiency for this unique audience, Chameleon Collective’s strategy laid a robust foundation for Carputty, priming it for a dominating presence as the company continued to roll out across the nation. We also set the stage for a full-time marketing director to take the reins as Chameleon exited seamlessly.