The Ask
Aimed to seize a real-time opportunity following the resurgence of the Serial podcast and Adnan Syed's release. The objective was to reignite the nostalgic connection with Serial listeners by reintroducing Mailchimp's iconic "Mailkimp" ad. The challenge lay in navigating sensitivities while effectively leveraging this connection to create positive sentiment around the brand.
What We Did
We capitalized on our brand's historical significance with Serial by swiftly identifying the opportunity through social listening. Negotiating for placement in the new episode and Season 1, we strategically managed the placement of an updated "Mailkimp" ad. In less than 24 hours, we reworked, reshot, and aired the ad, recapturing nostalgia and engaging listeners in a meaningful, real-time connection.
Mailkimp was re-born
Serial's Dana Chivvis took to the streets and enlisted passersby to record the now famous ad. One young girl's mispronunciation of "chimp" as "kimp" spawned the now famous phrase.
Consumer Response
〰️
Consumer Response 〰️
Earned Media
〰️
Earned Media 〰️
“The email marketing company, which was purchased by Intuit last year, got a boost this week when it was able to negotiate a last-minute sponsorship on the podcast “Serial.” The episode revisited the inaugural true crime “Serial” season from 2014, following Adnan Syed’s release from prison on Monday.”
“On the podcast, DiCristina also discusses Mailchimp’s sponsorship of the “Serial” podcast back in 2014. The series covered the true crime case of Adnan Syed, who was released earlier this week from prison, where he had been serving a life sentence. Following Syed’s release, Mailchimp reached out to the New York Times, which now owns “Serial,” and arranged to run its original 2014 Mailchimp ad, tweaked with a customer update, alongside yesterday’s “Serial” episode.”