Email marketing service MailChimp has launched the Second Brain campaign to explain its automated marketing offers to potential clients.
In a series of bright ads created by New York-based agency Droga5, MailChimp does away with tech jargon to present itself as a 'second brain' that takes care of time-consuming tasks like email follow-ups, Facebook ad targeting and loyalty reward schemes for business owners. "When you turn it on, the MailChimp brain can do things your other brain doesn't have time to do, or can't do, or doesn't want to do," London-based actress Fliss Russell says, with an affable delivery and quirky tone that recalls the company's surreal 'Did You Mean MailChimp?' campaign from February this year.
Featuring specific, if eccentric, scenarios – like using Facebook ads to find a market for fancy meat boards outside of Brooklyn – the campaign targets small business owners who don't have marketing teams to do this work for them, and are unaware of how automation can benefit them. We explored the proliferation of automation in AI-First Engagement. While the technology presents great opportunities to improve targeting and even uncover previously undetectable engagement moments like the ones we highlight in Targeting the Transitory, some consumers struggle to understand (and therefore trust) automated communication tools. MailChimp's campaign demonstrates how marketers can ease these concerns via accessible messaging.
For more on how brands can bring consumers with them as they expand their automation toolset, see Reimagining Human Connectivity – our coverage from Social Media Week London 2017.