The email marketing platform company, MailChimp created a fake advertising campaign that seriously paid off. In conjunction with agency Droga5, the company released nine fake products, trends and pieces of content that rhymed with MailChimp. They then targeted these products at different subcultures within the small to medium-sized businesses that MailChimp courts. The brand then sat back as curious customers were sucked into what they described as “an internet rabbit hole” which eventually led to MailChimp’s landing page. While a bit off the grid, the campaign eventually reached 334 million people. MailChimp’s senior director of brand marketing knew that they were onto a good thing when it was described as “reckless” and encouraged people to either view it as the best idea ever or the worst, claiming that he loved that “no one was like, meh.”
For a little inspiration, here are a few of the faux products that MailChimp created. As a company that has built itself on enabling small businesses to grow without compromise, the new campaign shows that MailChimp practices what it preaches, being creative and true to yourself is good for business. Check out more of the campaign here.
FailChips – potato chips that were perfectly crushed, bagged and distributed to real stores in 10 cities.
MaleCrimp – during New York Fashion Week, MailChimp hosted a one-day pop-up to crimp men’s hair.
SnailPrimp – people were invited to visit a pop-up spa on the roof of the Ace Hotel and were treated to free snail facials. Yup.
MailShrimp + KailLimp + JailBlimp – three short surreal art films that have very unusual plot lines were showcased around 95 art-house theatres and 180 regional chains across the US.