MailChimp

How focusing on the right individual beat talking to the masses.

MailChimp, an email marketing service, needed a way to cut through the crowd and speak directly to owners of creative companies. Moreover, they needed the message to resonate with the group who are typically allergic to brand messaging.

The solution: A global, underground, multi-faceted, infiltration of pop culture that drove millions of consumers to scour the internet for more pieces of the campaign.

It began with the infamous mispronunciation of the brand’s name in the podcast Serial.

From there, we created nine campaigns that reached customers using MailChimp’s target marketing products. While each campaign rhymed with MailChimp, we never let on in the ads. That was for people to figure out on their own. And figure it out, they did.