ChapStick hires Croud and Born Social to win over Gen Z
ChapStick taps two agencies to reintroduce itself to younger audiences through full-service social strategy
ChapStick is making a serious push to stay relevant in a crowded wellness and personal care market, and it’s starting with a social-first strategy. The legacy lip balm brand has appointed Croud and Born Social as its full-service social media agencies of record (AORs) in the U.S.
The move signals a clear pivot. ChapStick wants to win over Gen Z. Backed by private equity owner Yellow Wood Partners and managed under Suave Brands Co., ChapStick is investing in influencer-led creative and AI-powered campaign planning to rebuild its cultural footprint among younger consumers.
This article explores what the new agency appointments mean for marketers, how Croud and Born Social plan to execute the refresh, and what strategic insights this shift offers for brands navigating similar brand revivals.
Short on time?
Here is a table of content for quick access:
- What happened: A fast-moving pitch, now in motion
- Why this matters: A brand refresh meets AI and creator strategy
- What marketers should know
Patrecia Meliana
A fast-moving pitch, now in motion
ChapStick kicked off a competitive agency review in April, concluding in just a few weeks. The brand selected Croud and Born Social without using a third-party consultancy, favoring an integrated approach over traditional siloed models.
The remit includes creative, influencer, and media planning across ChapStick’s U.S. social media presence. The partnership officially launched last week, with first campaigns expected in Q4.
The key factor was a unified strategy across creative, influencer, and media, anchored in measurement. “That was the hook that won it,” said Kris Tait, Chief Business Officer at Croud.
Why this matters
ChapStick isn’t just appointing new agencies. It’s overhauling how it shows up on social. The brand is leaning into full-service social media execution, with a strong emphasis on creator partnerships.
Born Social Managing Director Sarah Rainford underscored the agency’s tailored approach. “It’s really finding the right people for the brand and for the brief,” she said, rather than relying on pre-vetted influencer lists.
Expect a departure from ChapStick’s former celebrity-heavy campaigns, such as Olympic athletes in the ’90s, to a more agile, creator-driven strategy that’s native to TikTok and Instagram.
Notably, Croud is bringing AI into the mix through its proprietary InfluencerGPT, a tool that benchmarks creator rates and helps optimize influencer campaign ROI. “It can’t just be cool influencer work. It has to deliver,” Tait added.
What marketers should know
ChapStick’s latest agency shakeup isn’t just about who runs its social, it’s about how modern brand strategy is evolving. From AI-driven influencer pricing to collapsing silos between creative and media, this move offers a few takeaways worth noting.
1. AI is becoming table stakes for influencer strategy
The inclusion of Croud’s InfluencerGPT points to a broader shift. Pricing, benchmarking, and creator selection are no longer gut-based decisions. AI tools are now helping brands and agencies forecast impact and negotiate smarter.
Tool to explore: Influencity offers a comparable AI-powered influencer search and pricing platform for marketers looking to benchmark creators outside of a proprietary stack.
2. Social AORs are now cross-disciplinary by default
This appointment reinforces a growing trend. Brands want fewer silos. ChapStick chose Croud and Born Social for their unified approach across media, creative, and influencer campaigns. This model is especially appealing for PE-backed consumer brands needing speed, measurement, and scale.
3. “Cool” isn’t enough. Performance still rules
While the creative brief will focus on making ChapStick culturally relevant again, both agencies emphasized that content must drive results. Measurement was central to the pitch win, meaning campaign ROI will likely be under a microscope.
For legacy brands like ChapStick, the road to Gen Z isn’t paved with nostalgia or celebrity endorsements. It’s built through relevance, agility, and credible partnerships. By tapping two agencies that blend creative instincts with operational scale, ChapStick is betting on social not just as a channel, but as a transformation lever.
The success of this refresh could serve as a blueprint for other consumer health and beauty brands looking to stay competitive in a TikTok-dominated landscape.
