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MailChimp’s first major marketing campaign, “Did You Mean MailChimp?”, began slowly rolling out in January 2017, but it is not what you might expect from an established brand looking to say “Hello” and introduce itself to a new audience. Instead of the expected brand campaign, the company created an ecosystem of additive, artful and playful experiences.
MailChimp is the world’s leading marketing platform. Fifteen million customers, from small e-commerce businesses to major online retailers, use MailChimp to express themselves to the world and connect the right people with the right message, at the right time. As a company that has built itself on enabling small businesses to grow without compromise, the new campaign shows that MailChimp practices what it preaches: Being creative and true to yourself is good for business.
For MailChimp, that meant having fun with its name in as many creative ways as possible, drawing on inspiration from its 2014 audio ad, popularized by cult podcast series Serial, in which people mispronounced MailChimp, ending with the now infamous “MailKimp?”
This inspired a collection of cultural activations, from creating hit singles and a new brand of potato chips, to starting fashion trends and making short films about singing sandwiches. MaleCrimp, MailShrimp, KaleLimp, FailChips, VeilHymn, SnailPrimp, JailBlimp, WhaleSynth and NailChamp all have one thing in common: They sound like “MailChimp.”