Intuit Mailchimp’s Global Campaign Aims to Help Marketers Untangle Their ‘Clustomer’ Problems

Today, Intuit Mailchimp announces the launch of a new global brand and product campaign: ‘Turn Clustomers Into Customers’ - all crafted by its in-house agency Wink Creative, with help from Prettybird, powerhouse director, Calmatic, and Breakfast for Dinner. 

“We are in a unique position to be a marketing company marketing to marketers. So when research revealed that our advanced marketing customer's biggest pain point was figuring out better ways to personalize at scale to make the most out of their web of customers, we instantly wanted to visualise that problem in a fun and simple way that marketers could identify with. And thus, the Clustomer idea was born. A tangled mess of customers with different behaviors that have all been grouped together as one audience,” says Jeremy Jones, group creative director, Intuit Mailchimp. “At Wink, we think it's our best, most distinct campaign yet, and we couldn’t be more excited for the world to see it.”

So, What’s a Clustomer Anyway? 

Most marketers think they have a Customer problem. In reality, they have a Clustomer problem. 

When marketers fail to segment targets and personalize their messaging to the fullest extent, the result is CLUSTOMERS. Amorphous blobs of undifferentiated customers that all receive the same marketing message. Yuck. 

Bringing the Clustomer to Life 

The campaign, targeting advanced marketers around the globe, aims to build a whimsical and ethereal world built off the emotions marketers feel when moving through different phases of the classic marketing funnel. 

For example, when marketers are in the early stages of attracting prospective customers and making them aware of a particular product or service they can often feel disordered, confined, and confused. That’s visually represented by the campaign’s hero image of the Clustomer ball. 

As marketers begin to build ‌awareness and consideration for purchasing among their target audience the campaign transitions into visuals that evoke feelings like: freeing, graceful, and ethereal. 

Finally, when marketers reach the coveted stage of converting prospective customers into paid ones, untangling the complex web of their Clustomer problem, the visuals begin to feel more grounded, balanced, and clean. This represents the power and orderliness brought about by Mailchimp’s AI-backed marketing and automation tools.