CREATING AN ASPIRATIONAL YOUTH BRAND FOR THE YOUTUBE GENERATION
National Citizen Service (NCS) is a once-in-a-lifetime residency programme that helps 15-17 year olds build invaluable skills for work and life, as well as giving them the opportunity to make new friends and contribute to their local communities.
We have been working with NCS since it was founded in 2011. Kameleon’s original brief was to help launch the youth brand from scratch, and engage this hard-to-reach audience. NCS has now had over 200,000 sign ups and can boast 53% advocacy and 63% awareness amongst teens. Its video content averages over 300,000 views per week.
As lead agency, Kameleon is responsible for the overarching comms planning and has been instrumental in completing two fully-integrated nationwide campaigns that span TV, cinema, digital, social, and experiential.
AN AWARD WINNING CAMPAIGN AND CONTENT STRATEGY DELIVERING 65% AWARENESS IN JUST 18 MONTHS
As part of an always-on content strategy that sits at the heart of NCS’ advertising, PR and experiential activity, Kameleon developed an ambassador programme, creating original films, above-the-line, social content and experiences with some of the biggest YouTube talent.