CHALLENGE
After developing powerful new tools beyond email marketing, MailChimp needed to find a way to reintroduce itself.

OPPORTUNITY
Find our audience where they are and engage with them in a way that they will enjoy.

SOLUTION
Build a campaign made up of quirky brands vaguely sounding like MailChimp, all connected through a “web loop.”

Excite our audience in ways that are meaningful to them.

For each of the brand experiences we needed to simply make them fun, unique, and buzz worthy. As the lead XD Designer this was an opportunity to go wild experminting with interaction design. 

The goal for the experience was to connect all of our disparate experiences together before landing the user on Mailchimp.com. The flow simply looked like this:

1. A user sees one of our brands
   
2. The user clicks through to another one of our brands
   
3. The user ends up on Mailchimp.com

However, with all of the nine brands targeting different audiences, launching at different times, and only having a tenuous connecting to MailChimp this flow was complicated to achieve in reality.

With a campaign this large, testing and refining was a necesary part of our process. Not only did we spend time testing and validating each experience after every 3 week sprint, but we also ran analytics on every experience learning and refining our web loop over the course of the campaign.

4 mins

Average time per engagement

67 million

Organic searches

988 million

Impressions across the ecosystem


Relying on Interaction
The entire experience hinged on the interaction of clicking through a banner on the bottom of the screen. While seemingly impossible through testing and interaction design it worked and most users clicked through to land on mailchimp.com.