案例简介：活动描述 MailChimp 以一种对他们来说正确的方式向世界打招呼: 用他们的名字开心。我们创建了一个大规模的综合搜索活动，其中有九个神秘的项目，名字听起来像 “MailChimp”。 “用错误的发音作为我们的创意装置,我们为几乎所有你能想象的媒体类型进行了文化激活 -- 新品牌和产品、流行明星、发型、乐器、美甲、美容趋势、电影短片、哦、影响者, 社论、数字和社交媒体。这些看似完全不同的执行都是高度精心策划的数字和物理内容网络的一部分，通过错误的发音和设计连接起来。我们知道，如果我们做了足够有趣的事情，人们会想了解更多。所以他们会寻找它。然后我们会给他们讲一个关于一家公司的小故事，该公司认为用你的方式做事不仅更有趣，而且是一笔好生意。 执行 我们制作了 MailShrimp 、 JailBlimp 和 KaleLimp -- 三部电影短片，在全国数百家影院娱乐观众。我们发明了失败薯片，一种真正的碎薯片品牌，它在酒吧、 bodegas 和三明治商店的货架上随处可见。我们组建了 VeilHymn，这是 Dev Hynes 和 Bryndon Cook 之间的音乐合作，它催生了一首热门单曲 (在 SoundCloud 和 Spotify 上)，还有一个互动音乐视频 (在 Vevo 和 YouTube 上)我们创办了 MaleCrimp，这是一种非常荒谬的发型趋势，被包括《时尚巴黎》在内的主要时尚杂志报道。我们制作了 WhaleSynth，一个真正的数字仪器，完全由鲸鱼的声音制成。我们发起了 NailChamp，这是一场在线战斗，成千上万的人投票支持世界顶级美甲艺术家。我们介绍了 SnailPrimp，一种抗衰老美容疗法，让洛杉矶美容博客在 Ace 酒店用蜗牛粘液覆盖他们的脸。 概要 MailChimp 是一个领先的电子邮件营销平台，帮助 1500万多名用户在正确的时间表达自己，并将他们的信息与正确的人联系起来。他们有机地成长，同时保持他们的独立、真实和有趣的个性。随着 2017年雄心勃勃的计划从电子邮件营销发展到多渠道营销，新用户的增长潜力是巨大的。对于他们的第一个大型综合品牌活动，目标是以更大但非常 “MailChimp” 的方式向世界打招呼, 向新人们介绍品牌，并在此过程中建立亲和力。在这样做的时候，MailChimp 想反映他们自己对营销的观点。他们不想敲打自己的胸膛或喊自己的名字，而是想把世界上那些添加剂、创造性的东西拿出来，向人们展示他们是谁。MailChimp 认为这是与合适的人联系的更好方式。 结果 我们调查了我们特定目标受众中的 1,000 人 (企业家、小企业、创意阶层)，就像一个秘密代码一样，我们的运动对他们进行了响亮而清晰的交谈。那些看到这场运动的人比那些没有看到这场运动的人对 MailChimp 表现出更高的意识 (+ 20%) 和整体亲和力 (+ 18%), 85% 对此有一些积极的说法，70% 的人说这给了他们对 MailChimp 个性的更好的理解。那些看到这场运动的人在关键品牌属性上比那些没有看到它的人有所提升，他们说 MailChimp 是一个鼓舞人心 (+ 25%) 、真实 (+ 19%) 的品牌, 对我来说 (+ 14%)，创新 (+ 13%)，与其他类别 (+ 13%) 非常不同。该活动获得了 775.3 的总印象，对 MailChimp 和活动名称进行了 3.8 次有机搜索，对 MailChimp 数字生态系统的访问比预期多 29% 次。以 3.52 美元的媒体价值，我们成功地创造了文化，而不是追逐它。 战略 我们需要接触雄心勃勃的企业家和经常向他们推荐 MailChimp 的有影响力的创意阶层。这些企业家的成功取决于以一种独特的方式脱颖而出。然而，对他们来说，随着他们的成长，坚持这种真实性并忠于自己是一个挑战。这就是为什么 MailChimp 的目的是让企业家能够毫不妥协地成长。MailChimp 用手段武装他们，通过数字工具、鼓励，最重要的是，在世界上树立榜样。这场运动旨在表明，以大胆、原创的方式让自己脱颖而出，在混乱的市场中脱颖而出。当谈到建立你的业务和与合适的观众联系时，忠于自己会有所不同。我们的方法是体现我们希望在用户中产生的行为。

案例简介：CampaignDescription MailChimp said “hi” to the world in a way that felt right to them: by having fun with their name.We created a massive, integrated search campaign featuring nine mysterious projects with names that all kind of sound like “MailChimp.” Using mispronunciation as our creative device, we made cultural activations for almost every type of media you can imagine—new brands and products, pop stars, hairstyles, instruments, nail art, beauty trends, cinematic short films, OOH, influencers, editorials, digital and social media. These seemingly disparate executions were all part of a highly orchestrated web of digital and physical content, connected by mispronunciation and design.We knew that if we made something interesting enough, people would want to know more about it. So they’d search for it. And then we’d tell them a little story about a company that believes doing things your way isn’t just more fun, it’s good business. Execution We created MailShrimp, JailBlimp and KaleLimp—three cinematic short films that entertained audiences in hundreds of theaters nationwide. We invented FailChips, a real brand of crushed potato chips that flew off the shelves in bars, bodegas and sandwich shops everywhere.We formed VeilHymn, a musical collaboration between Dev Hynes and Bryndon Cook that spawned a hit single (on SoundCloud and Spotify) with an interactive music video (on Vevo and YouTube) that received praise from Rolling Stone.We started the MaleCrimp, a hair trend so ridiculous it was covered by major fashion magazines, including Vogue Paris. We made WhaleSynth, a real, digital instrument made entirely out of whale noises.We launched NailChamp, an online battle in which hundreds of thousands voted for the world’s top nail art artists.We introduced SnailPrimp, an anti-aging beauty treatment that had LA beauty bloggers covering their faces with snail slime at the Ace Hotel. Synopsis MailChimp is a leading email marketing platform, helping over 15 million users express themselves and connect their message to the right people at the right time. They’ve grown organically while maintaining their independence, authenticity and playful personality. With ambitious plans in 2017 to evolve from email marketing into multichannel marketing, the potential for growth with new users is huge. For their first big, integrated brand campaign, the objective was to say “hello” to the world in a much bigger, yet very “MailChimp” way, introducing new people to the brand and building affinity along the way. In doing so, MailChimp wanted to reflect their own point of view on marketing. Rather than beat their chest or shout their name, they wanted to put things out in the world that were additive, creative and showed people who they are. MailChimp believes that's a better way to connect with the right people. Outcome We surveyed 1,000 people in our specific target audience (entrepreneurs, small businesses, creative class), and, like a secret code, our campaign spoke to them loud and clear. Those who saw the campaign showed higher awareness (+20%) and overall affinity (+18%) for MailChimp than those who did not see the campaign, 85% had something positive to say about it and 70% said it gave them a better sense for MailChimp’s personality. Those who saw the campaign showed lifts in key brand attributes over those who didn’t see it, saying MailChimp is a brand that’s inspiring (+25%), authentic (+19%), for me (+14%), innovative (+13%), very different from others in the category (+13%). The campaign garnered 775.3M total impressions, 3.8M organic searches for MailChimp and campaign names, and delivered 29% more visits to MailChimp’s digital ecosystem than anticipated. With $3.52M earned media value, we succeeded in creating culture rather than chasing it. Strategy We needed to reach ambitious entrepreneurs and the influential creative class that often recommends MailChimp to them. These entrepreneurs’ success hinges on standing out in a unique way. However, it’s a challenge for them to hold onto that authenticity and stay true to themselves as they grow. That’s why MailChimp’s purpose is to give entrepreneurs the power to grow without compromise. MailChimp arms them with the means to differentiate themselves through digital tools, encouragement and, most importantly, setting an example in the world themselves. This campaign aimed to show that putting yourself out there in a bold, original way is what sets you apart in a cluttered market. And that being true to yourself makes all the difference when it comes to building your business and connecting with the right audience. Our approach was to embody the behavior we wish to engender in our users.

你是说MailChimp吗？ | Did You Mean MailChimp?

案例简介：活动描述 MailChimp 以一种对他们来说正确的方式向世界打招呼: 用他们的名字开心。我们创建了一个大规模的综合搜索活动，其中有九个神秘的项目，名字听起来像 “MailChimp”。 “用错误的发音作为我们的创意装置,我们为几乎所有你能想象的媒体类型进行了文化激活 -- 新品牌和产品、流行明星、发型、乐器、美甲、美容趋势、电影短片、哦、影响者, 社论、数字和社交媒体。这些看似完全不同的执行都是高度精心策划的数字和物理内容网络的一部分，通过错误的发音和设计连接起来。我们知道，如果我们做了足够有趣的事情，人们会想了解更多。所以他们会寻找它。然后我们会给他们讲一个关于一家公司的小故事，该公司认为用你的方式做事不仅更有趣，而且是一笔好生意。 执行 我们制作了 MailShrimp 、 JailBlimp 和 KaleLimp -- 三部电影短片，在全国数百家影院娱乐观众。我们发明了失败薯片，一种真正的碎薯片品牌，它在酒吧、 bodegas 和三明治商店的货架上随处可见。我们组建了 VeilHymn，这是 Dev Hynes 和 Bryndon Cook 之间的音乐合作，它催生了一首热门单曲 (在 SoundCloud 和 Spotify 上)，还有一个互动音乐视频 (在 Vevo 和 YouTube 上)我们创办了 MaleCrimp，这是一种非常荒谬的发型趋势，被包括《时尚巴黎》在内的主要时尚杂志报道。我们制作了 WhaleSynth，一个真正的数字仪器，完全由鲸鱼的声音制成。我们发起了 NailChamp，这是一场在线战斗，成千上万的人投票支持世界顶级美甲艺术家。我们介绍了 SnailPrimp，一种抗衰老美容疗法，让洛杉矶美容博客在 Ace 酒店用蜗牛粘液覆盖他们的脸。 概要 MailChimp 是一个领先的电子邮件营销平台，帮助 1500万多名用户在正确的时间表达自己，并将他们的信息与正确的人联系起来。他们有机地成长，同时保持他们的独立、真实和有趣的个性。随着 2017年雄心勃勃的计划从电子邮件营销发展到多渠道营销，新用户的增长潜力是巨大的。对于他们的第一个大型综合品牌活动，目标是以更大但非常 “MailChimp” 的方式向世界打招呼, 向新人们介绍品牌，并在此过程中建立亲和力。在这样做的时候，MailChimp 想反映他们自己对营销的观点。他们不想敲打自己的胸膛或喊自己的名字，而是想把世界上那些添加剂、创造性的东西拿出来，向人们展示他们是谁。MailChimp 认为这是与合适的人联系的更好方式。 结果 我们调查了我们特定目标受众中的 1,000 人 (企业家、小企业、创意阶层)，就像一个秘密代码一样，我们的运动对他们进行了响亮而清晰的交谈。那些看到这场运动的人比那些没有看到这场运动的人对 MailChimp 表现出更高的意识 (+ 20%) 和整体亲和力 (+ 18%), 85% 对此有一些积极的说法，70% 的人说这给了他们对 MailChimp 个性的更好的理解。那些看到这场运动的人在关键品牌属性上比那些没有看到它的人有所提升，他们说 MailChimp 是一个鼓舞人心 (+ 25%) 、真实 (+ 19%) 的品牌, 对我来说 (+ 14%)，创新 (+ 13%)，与其他类别 (+ 13%) 非常不同。该活动获得了 775.3 的总印象，对 MailChimp 和活动名称进行了 3.8 次有机搜索，对 MailChimp 数字生态系统的访问比预期多 29% 次。以 3.52 美元的媒体价值，我们成功地创造了文化，而不是追逐它。 战略 我们需要接触雄心勃勃的企业家和经常向他们推荐 MailChimp 的有影响力的创意阶层。这些企业家的成功取决于以一种独特的方式脱颖而出。然而，对他们来说，随着他们的成长，坚持这种真实性并忠于自己是一个挑战。这就是为什么 MailChimp 的目的是让企业家能够毫不妥协地成长。MailChimp 用手段武装他们，通过数字工具、鼓励，最重要的是，在世界上树立榜样。这场运动旨在表明，以大胆、原创的方式让自己脱颖而出，在混乱的市场中脱颖而出。当谈到建立你的业务和与合适的观众联系时，忠于自己会有所不同。我们的方法是体现我们希望在用户中产生的行为。

你是说MailChimp吗？ | Did You Mean MailChimp?

案例简介：CampaignDescription MailChimp said “hi” to the world in a way that felt right to them: by having fun with their name.We created a massive, integrated search campaign featuring nine mysterious projects with names that all kind of sound like “MailChimp.” Using mispronunciation as our creative device, we made cultural activations for almost every type of media you can imagine—new brands and products, pop stars, hairstyles, instruments, nail art, beauty trends, cinematic short films, OOH, influencers, editorials, digital and social media. These seemingly disparate executions were all part of a highly orchestrated web of digital and physical content, connected by mispronunciation and design.We knew that if we made something interesting enough, people would want to know more about it. So they’d search for it. And then we’d tell them a little story about a company that believes doing things your way isn’t just more fun, it’s good business. Execution We created MailShrimp, JailBlimp and KaleLimp—three cinematic short films that entertained audiences in hundreds of theaters nationwide. We invented FailChips, a real brand of crushed potato chips that flew off the shelves in bars, bodegas and sandwich shops everywhere.We formed VeilHymn, a musical collaboration between Dev Hynes and Bryndon Cook that spawned a hit single (on SoundCloud and Spotify) with an interactive music video (on Vevo and YouTube) that received praise from Rolling Stone.We started the MaleCrimp, a hair trend so ridiculous it was covered by major fashion magazines, including Vogue Paris. We made WhaleSynth, a real, digital instrument made entirely out of whale noises.We launched NailChamp, an online battle in which hundreds of thousands voted for the world’s top nail art artists.We introduced SnailPrimp, an anti-aging beauty treatment that had LA beauty bloggers covering their faces with snail slime at the Ace Hotel. Synopsis MailChimp is a leading email marketing platform, helping over 15 million users express themselves and connect their message to the right people at the right time. They’ve grown organically while maintaining their independence, authenticity and playful personality. With ambitious plans in 2017 to evolve from email marketing into multichannel marketing, the potential for growth with new users is huge. For their first big, integrated brand campaign, the objective was to say “hello” to the world in a much bigger, yet very “MailChimp” way, introducing new people to the brand and building affinity along the way. In doing so, MailChimp wanted to reflect their own point of view on marketing. Rather than beat their chest or shout their name, they wanted to put things out in the world that were additive, creative and showed people who they are. MailChimp believes that's a better way to connect with the right people. Outcome We surveyed 1,000 people in our specific target audience (entrepreneurs, small businesses, creative class), and, like a secret code, our campaign spoke to them loud and clear. Those who saw the campaign showed higher awareness (+20%) and overall affinity (+18%) for MailChimp than those who did not see the campaign, 85% had something positive to say about it and 70% said it gave them a better sense for MailChimp’s personality. Those who saw the campaign showed lifts in key brand attributes over those who didn’t see it, saying MailChimp is a brand that’s inspiring (+25%), authentic (+19%), for me (+14%), innovative (+13%), very different from others in the category (+13%). The campaign garnered 775.3M total impressions, 3.8M organic searches for MailChimp and campaign names, and delivered 29% more visits to MailChimp’s digital ecosystem than anticipated. With $3.52M earned media value, we succeeded in creating culture rather than chasing it. Strategy We needed to reach ambitious entrepreneurs and the influential creative class that often recommends MailChimp to them. These entrepreneurs’ success hinges on standing out in a unique way. However, it’s a challenge for them to hold onto that authenticity and stay true to themselves as they grow. That’s why MailChimp’s purpose is to give entrepreneurs the power to grow without compromise. MailChimp arms them with the means to differentiate themselves through digital tools, encouragement and, most importantly, setting an example in the world themselves. This campaign aimed to show that putting yourself out there in a bold, original way is what sets you apart in a cluttered market. And that being true to yourself makes all the difference when it comes to building your business and connecting with the right audience. Our approach was to embody the behavior we wish to engender in our users.

暂无简介

你是说MailChimp吗？ | Did You Mean MailChimp?

暂无简介