Sending better email
MailChimp is the leading marketing platform for small businesses, providing sophisticated tools they can use to grow and succeed. Millions of businesses and individuals trust MailChimp to publish the right content to the right place for the right people at the right time. MailChimp ranked ninth on Forbes Cloud 100 in 2017 and Inc. named MailChimp Company of the Year. Founded in 2001 and based in Atlanta, MailChimp employs over 800 people and is privately held.
MailChimp wanted to boost and measure awareness of its brand name in the marketing automation sector.
MailChimp wanted to understand the level of marketplace awareness for its various services—such as automated email marketing and integration with social marketing campaigns—and raise awareness for these services.
So, MailChimp and its creative agency Droga5 designed a digital ad campaign featuring mobile video ads, running on both Facebook and Instagram, that would raise and measure awareness and message association with MailChimp’s services. The ads focused on the theme that using MailChimp is like having a second brain to help run the business.
The quirky ad creative featured a woman leaning in to listen to a giant brain, while the text and audio overlays said: “Remind people about their abandoned shopping carts using your MailChimp brain’s automations,” and “Automate your marketing with MailChimp.” Each thumb-stopping short-form video had strong branding as well as a “Learn more” call-to-action button.
MailChimp served the ads to men and women aged 18–64 in the United States and to a lookalike audience based on current MailChimp customers. The marketing company found that shorter 6-second videos had the most efficient cost per view and cost per completed view.
Results that resonate
A Facebook brand lift study found MailChimp’s “Brain Campaign”—which ran September 30–November 30, 2017—achieved:
18-point lift in ad recall
10-point lift in brand awareness
26-point lift in association of MailChimp with marketing automation