Mailchimp Presents is a selection of short documentaries, scripted series, and podcasts. They were created, curated, or licensed by Mailchimp. They cover stories of mid-life career shifts, creative differences, and how awkward stock photos can be, but they never discuss Mailchimp.
In many marketing brainstorm sessions, this idea would be thrown out the window. Why spend time and money gathering content if it isn't laser-targeted toward your company's bottom line? But Mailchimp, and many companies, already have a bevy of campaigns that focus on their business. Jay (Senior Marketing Manager) Maldonado and his team wanted to focus on their customer.
"Once you've sent an email or created a website in Mailchimp, now you can kind of lean back and see entertainment content... It really kind of builds the full circle of mental and emotional connection with our users."
I became curious about how creative campaigns like this come about. What about Mailchimp's culture would lead them here?
Jay says Mailchimp is weird and empathetic. "We welcome all walks of life internally." By creating this openness, they encourage employees to bring their whole selves to work — and creative ideas are going to come from that. Jay says, "those are the things (because there's such excitement about them) that are really going to perform well. Because — the reality of it is — you're getting your employees at their best then."
Sidebar: Mailchimp even has a dedicated Giphy channel, where they upload custom GIFs they make of employees.