In-House Excellence Winner (2023): Mailchimp - "Guess Less, Sell More"
Guess Less, Sell More” combines absurdity and creativity to highlight how marketers overcome challenges. The campaign uses playful, slightly strange visuals and assets to help illuminate how easy it is for small to mid-sized businesses to “take the guesswork” out of their marketing strategy.
With the goal of repositioning Mailchimp as a sophisticated marketing solution, the brand successfully communicates its evolution into an AI-powered marketing automation powerhouse for SMBs.
Key Takeaways:
Empathy-Driven Insights: Mailchimp's campaign is grounded in empathy for small business marketers, understanding the constraints of limited resources, time, and scattered data. By recreating the confusion these marketers often feel, the campaign effectively resonates with its target audience.
Visual Conundrums: Leveraging visual conundrums, such as Owl Cat Bats and dancing rugs, Mailchimp's in-house team cleverly captures the essence of marketer confusion. The visuals, designed to make marketers second-guess, serve as a creative bridge to Mailchimp's empowering tools, encouraging marketers to "guess less and sell more."
Absurdly Successful Results: The campaign's impact matches its absurdity, boasting a 64 percent increase in unaided awareness, a 42 percent surge in global demand, and a 50 percent rise in engaged site visits. Noteworthy increases in video engagement, consideration, and creative effectiveness demonstrate the campaign's effectiveness in connecting with the audience and reshaping perceptions of Mailchimp.
Discover the full 2023 ANA In-House Excellence Award winners gallery here.
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