Did you mean MailChimp?

… I’m not too sure, did I?

Well actually, that’s not strictly true – if mention MailChimp, I definitely did mean to, because it’s not something I tend to shout about.

In their own words, MailChimp is a

“creative company that gives other companies digital tools to grow in their own creative ways”,

which basically means a platform useful for designing and sharing a mass-delivered email newsletter to your mailing list (I see what they did there though, makes it seem more valuable and less see-through).

However, I wouldn’t be talking you through the uses of MailChimp if they hadn’t caught my eye for their own promotional campaign – they created 9 individual concepts that all revolved around puns of their name. These consisted of:

  • 3 short films released in cinemas nationwide in the US – MailShrimp, KaleLimp & JailBlimp
  • WhaleSynth, a real musical tool made entirely out of whale noises
  • VeilHymn, a musical collaboration that resulted in a hit single and music video
  • NailChamp, a world-wide platform for nail artists to be pitted off against each other for the title
  • MailCrimp and SnailPrimp, hear and beauty trends
  • FailChips

Check them out here!

https://www.youtube.com/watch?v=q8FGi6BwjJE

For more analytics and details on the campaign and its results click here, but what I wanted to touch on was the way they used a paid search campaign to ensure they were noticed. In terms of marketing and PR, I’m gradually learning that it’s a bit of a taboo subject. Paid posts and content are now more obvious than ever before, and hence it has become more difficult for small businesses to promote themselves in a way that is tailored as opposed to targeting the masses simply for ease and guaranteed exposure (see what I did there with the photography pun? I’m learning…)

MailChimp dropped themselves into every part of culture and waited for the right people to pick them up, leading to some amazing coverage and results as summarised in the video above. This campaign really highlighted to me that in order to reach a specific audience, the most effective path isn’t always the obvious one and maybe it does require you to be a bit more creative to get noticed…

Whilst I appreciate the aid paid for posts can give you, I also now understand how much more aware of this people are and can disregard you for it… a lesson for all of my friends running a small business!

Published by

Tony

Tony Pick is one of the UK’s leading portrait photographers with an international client base. He runs his successful ‘Tony Pick Photography’ business from his fine art gallery in the beautiful seaside town of Aldeburgh, Suffolk. The business has grown from it’s original beach hut location to it’s current high street gallery and now includes a whole range of services including Lifestyle Portraits, Landscape & Seascape Fine Art, Photo Training Workshops and Creative Weddings. Having left his corporate photography career behind him 13 years ago, he moved, with his wife Lizzie and family to Suffolk with the intention of leading a quieter life. He has since gained a reputation for the outstanding quality of his work. Tony has also built up an enviable client list for his ‘Tony Pick Lifestyle Portraits’ with clients coming from all over the world to invest in a location portrait shoot. He also runs his very successful ‘Tony Pick Photography Training Workshop’ days. These workshops are all bespoke where delegates can choose from a variety of subjects, landscapes, seascapes, lifestyle portraits, wildlife, post production etc. Tony’s passionate about photography and his business and strives to inspire others to ignite their passion for photography. The landscapes and seascapes which drew him to the area are still a huge inspiration to Tony who is never happier than when he is on the beach with his camera either on his own or inspiring others. Print sales are available here. “If you’re passionate about photography and are looking for some inspiration, you are very welcome to visit us at the gallery where we are sure you will find some!” p.s. he is also crazy about sea-swim-bike-run-tri!

Leave a Reply

Your email address will not be published. Required fields are marked *