Backyard Discovery

Polariod

Role: In-House Agency & Processes

RETAIN AND BUILD EXISTING TEAM’S STRENGTHS WHILE MAKING A LEGACY BRAND RELEVANT TO TODAY’S YOUTH (& DO SO MID PANDEMIC)

OVERVIEW

As a legacy brand, Polaroid sat at the intersection of brand recall equal to Coca Cola yet sales were low.  We were asked to make Polaroid a part of today’s young consumer’s lifestyle. With heritage and values that would appeal to today’s young audience and great products coming down the pipeline, we had all of the right ingredients to tell an untold, yet authentic story. At the same time, the Polaroid marketing team was in distress. High turnover of marketing leadership combined with the global lockdown was putting the marketing department at risk of collapse.

RESULT

The Chameleon team stepped in and immediately placed an Interim CMO, VP of Brand and VP of Digital on the team to provide stabilization. These three roles provided support and leadership to team members working remote around the world. The team prioritized leadership and decision making for the many initiatives that had fallen far behind schedule, while identifying quick and long terms wins for organizational and process improvement. In addition to the marketing specific work, Chameleon coached Executive Leadership on best practices for culture and brand initiatives.

Chameleon designed and staffed an internal agency that now operates against an overarching brand narrative, products positioned against this narrative, and marketing processes that enable success. Retailers are equipped with sell in decks that, for the first time, position Polaroid as a reliable sales partner. Polaroid’s sales objectives have been exceeded and the first two products launched under this model have sold out and are waitlisted.