Lead agency: Droga5
Effie awards category context
MailChimp, a provider of marketing solutions for small creative businesses, was growing, but so was the category. The brand was challenged to stay ahead of the pack while preserving its maverick personality. Finding a competitive advantage in a shared creative ethos with their audience, MailChimp decided to bring to life the power of staying true to yourself. Instead of just creating ads it launched a series of intriguing products and experiences – "cultural bombs" that sparked conversation and drove our audience to MailChimp. This unconventional approach was richly rewarded with double-digit growth in sign-ups, driven by spikes in conversation and engagement.