MailChimp: MailChimp vs. the Black Hole

  • After saying hello to the world in a big way with MailChimp’s “Did You Mean MailChimp?” campaign, it was time for us to introduce people to what MailChimp actually does. In this campaign, we took three important MailChimp features that help small-business owners build their brand and sell more stuff and brought them to life for our target.

    We took a common metaphor for every small-business owner’s enemy, The Black Hole of Marketing—the anxiety and dread one feels when they don’t know where their advertising dollars are going—and brought it to life in a real, visceral, unexpected way.

    We empathized with these small-business owners and gave them reason to try something new.