Chain Social

What Chain Social does

Chain Social (legal entity: Chain Group Pty Ltd ATF Chain Group Unit Trust, ABN 25 361 758 799) is an Australia-based digital and creative agency founded in 2016 by Shelby Van Zwol and headquartered at Unit 1/26 Virginia Street, Mornington, Victoria. The firm positions itself as Australia's only all-senior, all-female performance and creative agency, specializing in beauty, fashion, and lifestyle ecommerce brands. Service scope spans performance marketing across Meta, Instagram, Pinterest, Google, and TikTok; email, automation, and SMS via Klaviyo; digital strategy; and a full creative stack including branding, visual identity, packaging, website design, photography, videography, art direction, motion/animation, BTS content, influencer seeding, events, and activations. A 150sqm in-house studio and a 2,000+ creator network support rapid content production, while proprietary revenue calculators and live-reporting dashboards underpin the agency's performance-marketing value proposition. Operationally the firm is a boutique with a deliberate client cap, and its 18-20 staff includes a Digital Director (Adele Elliott, ex-L'Oréal Paris / Retail Zoo), a Growth Director, Head of Creative, People & Culture Manager, and specialised digital, email, design, and influencer leads.

The business operates three revenue streams: (1) agency retainers and project work for mid-market to enterprise ecommerce brands such as Mecca Cosmetica, Bondi Sands, Adore Beauty, Adairs, JSHealth Vitamins, Mermade Hair, Bangn Body, Wittner, Simone Pérèle, and Le Tan (the firm manages over A$12M in client paid media annually and references 500+ brand experiences); (2) a training and events arm comprising the Meta Ads Masterclass (A$399-A$605), the BFCM Strategy Summit (A$690-A$1,490), the Digital Marketing Mastery Retreat at The Calile Hotel (A$3,750-A$5,900+GST), the Agency Accelerator: INSIDE CHAIN program (A$4,900+GST, 14 seats per cohort), and the Chain Academy online learning platform (1,000+ marketers/founders trained, 1,500+ Masterclass attendees since 2024); (3) a recruitment sub-brand, Haus of Chain, with a ChainCertified vetting process. Distribution relies on direct consultative sales for retainers, Eventbrite for ticketed events, and a Typeform-gated application process for the Agency Accelerator. Strategic ecosystem positioning includes Meta Preferred Partner status, Klaviyo Gold Partner tier (highest-converting flows in Australia per the firm), Google Preferred Partner status, and co-marketing relationships with TikTok and Pinterest, plus a content/event engine across Instagram, TikTok, LinkedIn, Facebook, and Vimeo.

The company is privately held, bootstrapped, and founder-led with no external funding rounds disclosed. Recognition includes B&T's Top 3 Women in eCommerce 2025 (Shelby Van Zwol). Geographic scope is single-country (Australia), with operating footprints in Victoria (Melbourne/Mornington) and Queensland (Brisbane). The firm has taken co-ownership in Melbourne luxury cosmeceutical brand Saint Louve, signaling an unconventional client-investor alignment. There are no patents, regulatory actions, M&A transactions, or restructuring events recorded in the source data.

Name

Chain Social

Legal name

Chain Group Pty Ltd ATF Chain Group Unit Trust T/A Chain Social

Website

https://chainsocial.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Chain Social is an Australian digital and creative agency providing performance marketing, creative production, and lifecycle marketing services to beauty, fashion, and lifestyle ecommerce brands, complemented by a training business via Chain Academy and the Haus of Chain recruitment arm.

Ownership category

akta.pro rank

Product category

Digital Marketing Agency Services

NAICS

Advertising Agencies (54181), Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Digital Performance Marketing (SEM, Paid Social, Programmatic) (BPAFAAAD)

akta.pro secondary industries

Paid Social Advertising Management (MPAAACAC), Social Media & Community Management (BPAFAAAE), Social Media Creative Agencies (Content & Community) (MPAAAAAE), Affiliate & Partner Marketing (Performance Partnerships) (BPAFACAE)

Keywords

• Performance marketing agency
• Ecommerce digital marketing
• Creative production services
• Lifecycle email marketing
• Paid social advertising

Headquarters

HQ city

Mornington

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Agency Retainers: Ongoing retainer engagements for performance marketing, creative services, and social media management for beauty, fashion and lifestyle ecommerce brands. Manages over $12M in paid media annually on behalf of clients.
2. Training & Events: Revenue from paid training programs including BFCM Strategy Summit ($595-$1,490), Meta Ads Masterclass ($399-$605), Digital Marketing Retreat ($3,750-$5,900), and Agency Accelerator program ($4,900). Also includes online replays and 1:1 consulting sessions.
3. Creative & Project Services: One-time project engagements for branding, visual identity, packaging design, website design, photography, videography, and campaign content creation.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Chain Social is an all-senior, all-female Australian digital and creative agency that delivers integrated performance marketing, creative production, and lifecycle marketing services for beauty, fashion and lifestyle ecommerce brands. Its core paid offering combines paid media management across Meta, Instagram, Pinterest, Google and TikTok with Klaviyo-powered email/SMS automation, supported by in-house photography, videography, art direction, branding, packaging and website design from a 150sqm studio. The agency operates on retainer agreements plus one-off creative projects, and extends into training products (Meta Ads Masterclass, Chain Academy, Digital Marketing Retreat, Agency Accelerator, BFCM Strategy Summit) and the Haus of Chain recruitment arm.

Product overview

Chain Social is an all-senior, all-female Australian digital and creative agency founded in 2016, specializing in performance marketing, creative production, and lifecycle marketing for beauty, fashion, and lifestyle ecommerce brands. The agency's core offering is a integrated service model combining paid media advertising (Performance Marketing across Meta, Instagram, Pinterest, Google, and TikTok) with email marketing and automation (via Klaviyo as a Gold Partner), digital strategy consulting, and full creative production including branding, photography, videography, art direction, and motion content—all delivered through a 150sqm in-house studio. Supporting the agency services, Chain Social operates a training and education business comprising the Meta Ads Masterclass, Digital Marketing Mastery Retreat, Chain Academy online platform, Agency Accelerator program, and BFCM Strategy Summit. The agency also runs Haus of Chain, a recruitment arm for marketing talent. The company manages over $12M in paid media annually and has generated over $300M in ad spend for clients.

Differentiator

Problem solved

Functional benefit

Brands

• Chain Academy: Online and in-person digital marketing training platform offering courses for marketers and founders including the Meta Ads Masterclass and educational programs.
• Haus of Chain
• Agency Accelerator (Inside Chain)

Products and services

• Performance Marketing Paid media advertising services across Facebook/Meta, Instagram, Pinterest, Google and TikTok platforms, delivered by senior media buyers as a Meta Preferred Partner, including campaign strategy, audience targeting, budget optimisation and measurable ROI for ecommerce brands.
• Email Marketing, Automation & SMS Email and SMS marketing automation services using Klaviyo, including high-converting email flows, automation sequences and SMS campaigns designed to maximise customer retention and lifetime value for ecommerce brands.
• Digital Strategy Strategic consulting services defining digital positioning, channel strategy and campaign frameworks, with senior strategists providing recommendations across content mix, website optimisation and marketing automation as part of client engagements.
• Branding & Visual Identity Development Brand identity design services creating visual systems including logos, colour palettes, typography and brand guidelines that define brand positioning and ensure consistency across digital and physical touchpoints.
• Packaging Design Product packaging design services creating packaging that balances aesthetic appeal with commercial viability, aligned with the brand's visual identity system.
• Website Design Website design and development services creating ecommerce and brand websites optimised for conversion, user experience and brand consistency as part of a cohesive brand system.
• Photography Studio and location photography services including product photography, campaign imagery and brand photography shot in-house at the 150sqm Chain studio, designed to deliver editorial, commercially aware visual content for ecommerce and lifestyle brands.
• Art Direction Creative art direction services overseeing visual concept development, styling, casting and on-set direction to ensure campaign imagery aligns with brand positioning and commercial objectives.
• Videography Video production services including campaign films, product videos and motion content for paid media, social platforms and brand storytelling across digital channels.
• Motion / Animation Motion graphics and animation production for digital advertising, social content and brand storytelling, including campaign animation for product launches and social media motion content.
• BTS (Behind-the-Scenes) Capture Mid-fidelity behind-the-scenes content creation designed to extend campaign asset life across Meta Ads, TikTok, email and launch teasers, engineered for multi-platform use within marketing ecosystems.
• Tone of Voice Brand voice and messaging strategy services developing written communication guidelines including language style, tone and messaging frameworks that align with brand positioning and resonate with target audiences.
• TikTok Management Organic social media management and content strategy for TikTok, including content creation, posting optimisation and community engagement for beauty, fashion and lifestyle brands.
• Instagram Management Organic social media management for Instagram including content scheduling, community management and platform-optimised content strategy.
• Influencer Seeding Influencer marketing services connecting brands with relevant influencers and creators for product seeding, brand awareness campaigns and authentic content creation.
• Events & Activations Event marketing and brand activation services including launch events, experiential marketing and promotional activations for beauty, fashion and lifestyle brands.
• Meta Ads Masterclass Six-hour in-person and online masterclass on Meta advertising fundamentals, campaign structures, audience targeting, ad formats, live campaign creation and analytics, taught by Shelby Van Zwol and Adele Elliott. Live attendance $605 AUD; online replay $399 AUD.
• Digital Marketing Mastery Retreat Four-night luxury training retreat at The Calile Hotel, Brisbane combining digital marketing education with Meta, TikTok and Klaviyo platform representatives; accommodation-inclusive packages priced $4,900-$5,900 AUD plus a $3,750 AUD training-only pass.
• Chain Academy Online learning platform offering digital marketing courses including the Meta Ads Masterclass replay with 120-day access, part of the firm's training ecosystem for marketers and founders.
• Agency Accelerator: Inside Chain Two-day intensive program for agency founders revealing agency structure, pricing, margins and leadership frameworks of Chain Social's 8-figure operation; capped at 14 seats per city in Brisbane and Melbourne, investment $4,900 + GST.
• BFCM Strategy Summit Annual in-person summit bringing Meta, Pinterest, TikTok and Klaviyo together for Black Friday/Cyber Monday strategy education, held at Melbourne Place with ticket tiers from $690 to $1,490 AUD including live-stream and replay options.
• Haus of Chain Recruitment business arm representing marketing professionals across specialties, featuring the ChainCertified™ recognition process and connecting freelancers and full-time candidates with brands for freelance and permanent opportunities.

Quantifiable outcome

• Sales doubled and tripled in months for GEM after implementing Chain strategy
• +3 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability10 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered major, minor and core.

• Melbourne PlacemajorStrategic or Co-development Partner · 1 October 2025Venue partner for BFCM Strategy Summit. Architecturally-designed five-star event space in Melbourne CBD, providing the backdrop for the immersive two-day summit.
• The Calile HotelmajorStrategic or Co-development Partner · 1 October 2025Luxury hotel venue partner for Digital Marketing Retreat. Named Top 25 Hotels in the World and #1 Hotel in Oceania. Located in Brisbane's Fortitude Valley with corporate stay rates for retreat attendees.
• Senncha StudiominorStrategic or Co-development Partner · 1 October 2025Photography studio partner for Digital Retreat welcome dinner visual content. Provides professional event photography services.
• KlaviyocoreStrategic or Co-development Partner · 1 May 2025Klaviyo is a key strategic partner for Chain Social's BFCM Strategy Summit and Digital Retreat programs. Chain is a Gold Klaviyo Partner with the highest-converting flows in the country. Klaviyo representatives co-present at training events and provide platform expertise to attendees.
• MetacoreGTM or Marketing Partner · 1 May 2025Meta is a Preferred Partner and key collaborator on the BFCM Strategy Summit and training programs. Chain Social is Australia's only female Meta Preferred Partner agency. Meta representatives present at events and provide exclusive platform insights.
• TikTokcoreGTM or Marketing Partner · 1 May 2025TikTok is a platform partner for BFCM Strategy Summit and training programs. Representatives present peak season strategies and provide insider insights to attendees.
• PinterestcoreGTM or Marketing Partner · 1 May 2025Pinterest is a platform partner for BFCM Strategy Summit, presenting BFCM strategy alongside Meta, TikTok and Klaviyo for the first time in Australian history.
• GooglecoreGTM or Marketing Partner · 1 January 2025Google is a Preferred Partner across Facebook, Instagram, Pinterest, Google, and TikTok. Provides access to beta features, platform insights, and exclusive support for client campaigns.
• InstagramcoreGTM or Marketing Partner · 1 January 2025Meta-owned Instagram is part of the preferred partner ecosystem, with Chain receiving exclusive support and beta access.

Scale indicators9 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Online Circle Digital: Australian digital marketing agency offering performance media, SEO, social and creative services to mid-market and enterprise brands. Closest direct peer given shared geography, similar boutique-mid positioning, and full-service performance + creative model.
• Croud: Global digital performance marketing agency with a distributed senior-only model, delivering paid media, programmatic, SEO and content for enterprise brands. Directly comparable on the performance-led, senior-talent, multi-market agency proposition.
• Brainlabs: Global data-driven digital media agency specializing in paid search, paid social, programmatic and SEO with a heavy focus on measurable performance. Comparable in its performance marketing depth, data-led approach, and mid-to-large client portfolio.
• The Kitchen Creative: Australian creative and content agency serving fashion, beauty and lifestyle brands with branding, photography and digital storytelling. Direct peer in vertical focus (Australian beauty/fashion/lifestyle) and creative-led service model.
• Affinity Collective: Australian performance and digital marketing agency focused on ecommerce growth, paid media, and lifecycle marketing. Direct peer for the boutique, performance-led, ecommerce-specialist positioning within the same domestic market.
• The Social Element: Global social media agency providing social strategy, content, community management and influencer services to consumer brands. Comparable to Chain's social media management, influencer seeding, and community-led GTM motions.

Broad incumbents

• Jellyfish: Global digital marketing agency within Brandtech Group offering media, creative, data and technology services to enterprise clients. Larger, broader incumbent in the same digital agency category with overlapping paid social and creative capabilities.
• Dept Agency: Global digital agency combining creativity, technology and media services across brand, performance and engineering. Overlaps with Chain's full-service digital + creative positioning at much larger scale and broader vertical reach.
• Hero Digital: US-based digital experience agency delivering strategy, creative, technology and media for enterprise brands. Comparable on the integrated performance + creative + lifecycle marketing model, particularly for consumer brands.
• MediaMonks: Global digital production and creative agency (part of S4 Capital) offering content, media, data and technology services at scale. Overlaps with Chain's creative production, media, and DTC ecommerce expertise, but operates at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/user91525440
• Facebookfacebook.com/chainsocial
• LinkedInlinkedin.com/company/chain-social-agency?originalSubdomain=au
• Instagraminstagram.com/chainsocial
• TikToktiktok.com/@chainsocial

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chain Social