INTRODUCING CHAPS ON
INSTAGRAM AND FACEBOOK

PROJECT ROLES: ART DIRECTION, STRATEGY + PLANNING

To enhance global awareness of the Chaps brand, we focused our business strategy on launching Instagram and Facebook channels. I sourced and hired a social media photographer, whom I then directed during our national campaign shoots. Additionally, I collaborated closely with our marketing and social media teams to develop a compelling tone of voice for Chaps and created an engaging, brand-conscious content calendar.

We grew our following organically, reaching 32k followers within the first month of our launch.

AMERICANA TRAVEL GUIDES

Working with the copy and social media teams, we developed a strategy that emphasized Chaps’ Americana roots on social media.
For our campaign shoots, we frequently visited smaller cities and towns across the country. We decided to leverage these shoots to
create content by making mini travel guides for the cities we captured our campaign imagery in.

CORY BOND FOR CHAPS ON INSTAGRAM

PROJECT ROLES: ART DIRECTION, EDITING AND SELECTING CONTENT FOR FINAL INSTAGRAM POSTS

Chaps shot the Fall '16 campaign in Nashville, Tennessee. We recruited local model Cory Bond as an influencer to take over the Chaps Instagram feed.
We styled Cory in Chaps and followed him around Nashville as he took us to his favorite local haunts.

Launch of Chaps on Instagram