SCALING ORGANIC SOCIAL FOR A COMMERCE-LED BRAND PORTFOLIO
Unified 12 brands across TikTok, Shop, and affiliates with 1,000+ assets, doubling engagement and building a commerce-driven social engine.
The Challenge
HanesBrands manages a retail portfolio across Hanes, Maidenform, Bali Bras, and Playtex Intimates, spanning DTC, social commerce, brick-and-mortar, and online marketplaces. Its organic social presence was fragmented, with limited creative diversity and no cohesive omnichannel strategy, leading to inconsistent engagement.
Execution was channel-driven, supported by a narrow content pipeline. The brand team aimed to upgrade social across 12 channels with stronger continuity, integrated leadership, and a scalable strategy to modernize performance and support growth.
Our Approach
Chameleon Collective embedded senior social leadership and fashion-focused talent to build and implement a platform-driven strategy across all brands.
The team led a seamless transition while elevating social through integrated storytelling, real-time cultural engagement, expanded content production via multiple partners, and hiring an Influencer Lead to scale the program.
By shifting from channel-by-channel execution to early omnichannel integration, teams aligned around a unified quarterly planning framework, reshaping day-to-day social operations from within.
The Impact
Organic social evolved into a scalable, commerce-driven engine across the portfolio. All brands launched on TikTok, including TikTok Shop, alongside a new affiliate program, creator expansion, and high-profile partnerships.
A 12-month planning system aligned product launches, retail moments, influencer activity, and cultural relevance, driving coordinated execution across channels.
The team produced over 1,000 content assets by capitalizing on real-time cultural moments. Scaling high-impact opportunities across influencer, earned, and social channels led to doubled and quadrupled engagement rates without compromising brand integrity.
Cross-functional collaboration strengthened across brand, legal, ecommerce, and email teams, while platform-based KPI reporting improved performance tracking and creative optimization.
The result was stronger social infrastructure, faster content production, and measurable engagement gains, positioning organic social as a key driver of brand equity and commerce.
The Team
The Chameleons who delivered this engagement.
