How MailChimp's fake brands made real business sense

Online marketing platform MailChimp lay the foundations for a stronger relationship with creative-minded professionals in the US with the launch of a series of playful sub-brands.


A stalwart at awards shows in 2017, including a Cyber Grand Prix at the 2017 Cannes Lions, was B2B online marketing platform MailChimp and its Did You Mean MailChimp? campaign. Unveiled in January 2017, this vibrant campaign brought new levels of creativity to a hitherto by-the-numbers B2B category. In the process, it unleashed a colourful mixture of playful experiences to its core 15m-strong audience and beyond.

This was Mailchimp's first major marketing campaign and, right from the start, it spoke of a brand that was unafraid to break with B2B category convention. Even the inspiration for it was unorthodox:...

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