Did You Mean MailChimp?

MailChimp introduced themselves by creating a massive integrated search campaign with nine mini-campaigns that all sounded like “MailChimp.” This included three cinematic short films—MailShrimp, JailBlimp & KaleLimp.

These films used creativity to pique people’s interest, and Search to lead them back to the brand so it could fully introduce itself.

We helped MailChimp say “hi” to the world in a way that felt right to them: by mispronouncing the hell out of their name.

We created a massive real-world & online search campaign with nine mini-campaigns that all sounded like “MailChimp.” It included three short films—MailShrimp, JailBlimp & KaleLimp.

We knew that if people saw something like a singing shrimp sandwich or dogs made of kale, they’d be curious. They would Google it and be served the question, “Did you mean MailChimp?” Then we’d deliver their message: that being yourself isn’t just fun, it’s good for business.

Case Study
We put a bunch of things out into the world that people interacted with
Kicking off with films like these

And then we waited for people to take notice

The campaign culminated with a reveal story for one of MailChimp’s biggest audiences—marketers—delivering one important message: that being creative isn’t just fun, it’s good for your business. And MailChimp understands that more than anyone.

  • 29% more visits to
  • 3.8 million organic searches
  • 775.3 million impressions
  • $3.52 million in earned media