Mailchimp’s eccentric new spokesperson explains why the service is like a ‘second brain’

Mailchimp’s latest campaign strips the jargon out of the typically dull world of marketing automation by explaining that the platform is really just like having a second brain.

The ads feature an eccentric spokesperson who explains the platform’s capabilities in layman’s terms to give viewers a clear understanding of what exactly Mailchimp does. Created by Droga5, the campaign is targeting small business owners who might need help with things like ad retargeting, sending order notification emails and rewarding loyal customers.

In one ad, the spokesperson says that Ricky, the owner of a small business that sells socks and underwear, used Mailchimp’s email automation service to remind 50 people that they left underwear in their online shopping cart. In another, she says that Jessica, whose company “makes small wooden homes for cheese,” uses Mailchimp to reward her most loyal customers via email coupons.

Earlier this year, the Atlanta-based company released its first major marketing campaign in hopes of raising its profile. The effort, called ‘Did You Mean Mailchimp?’, involved a number of elaborate activations that all ultimately pointed people to the platform’s site.

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