Mailchimp is known for its email marketing, but the 21-year-old brand has recently been showing up in a host of unexpected places as it strives to drive awareness to its offerings. The company, invested in a Super Bowl spot early this year and last month debuted a new campaign that included an appearance at New York Fashion Week.
Mailchimp’s Fashion Week push included a partnership with the Black in Fashion Council that created a showroom for five emerging Black designers to exhibit a special capsule collection. That line sold out, Mailchimp plans to return to the event next year.
The Fashion Week appearance is part of a large global brand campaign that Mailchimp unveiled earlier in September. Called “Guess Less, Sell More," the push was the first sizable campaign.
Marketers, even advanced marketers, really struggle sometimes with knowing what to do next or whether this thing or that thing is going to be the right direction to go in terms of finding a greater audience. The campaign is all about helping remove some of that guesswork.
Back in 2014, the company sponsored 'Serial' podcast. The series covered true crime case of Adnan Syed. Following Syed's release, Mailchimp reached out to the New York Times, which now owns “Serial,” and arranged to run its original 2014 Mailchimp ad, tweaked with a customer update, alongside yesterday's “Serial” episode.
Mailchimp always like being in places that are culturally resonant, and we like to be in places that are rich creatively and that original podcast certainly fit the bill.