Today, Intuit Mailchimp (Nasdaq: INTU), the #1 email marketing and automation brand1, announces the launch of a new global brand and product campaign: ‘Turn Clustomers Into Customers’—all crafted by our in-house agency Wink Creative (named Ad Age’s 2023 In-House Agency of the Year), with help from our friends at Pretty Bird, powerhouse director, Calmatic, and Breakfast for Dinner.
“We are in a unique position to be a marketing company marketing to marketers. So when research revealed that our advanced marketing customer’s biggest pain point was figuring out better ways to personalize at scale to make the most out of their web of customers, we instantly wanted to visualize that problem in a fun and simple way that marketers could identify with. And thus, the Clustomer idea was born. A tangled mess of customers with different behaviors that have all been grouped together as one audience,” says Jeremy Jones, Group Creative Director, Intuit Mailchimp. “At Wink, we think it’s our best, most distinct campaign yet, and we couldn’t be more excited for the world to see it.”
So, What’s a Clustomer Anyway?
Most marketers think they have a Customer problem. In reality, they have a Clustomer problem.
When marketers fail to segment targets and personalize their messaging to the fullest extent, the result is CLUSTOMERS. Amorphous blobs of undifferentiated customers that all receive the same marketing message. Yuck.
The good news is Mailchimp has advanced marketing capabilities to help release marketers from the Clustomer (and see up to 141% more revenue with AI-built predicted segments2). To help them along the journey, we also recently announced a new generative AI assistant called Intuit Assist, a marketing strategist that will help you draft emails and help save you time.
Also this year, we released over 150 new and updated features, like advanced segmentation, custom reporting, more e-commerce automations and customer journeys, and enhanced support options to help marketers spend less time creating emails and reports, accelerate their e-commerce growth, and reach their customers with truly targeted marketing.
These tools help unlock ‘personalization at scale’ so that marketers can see their customers and potential customers’ individual needs more clearly: Some need to be reunited with their abandoned shopping carts, some need to be converted, some are ripe for cross-selling. Mailchimp’s advanced personalization tools use real-time behavioral data and automated triggers to take a Clustomer, break it into like-minded targets, then send them personalized marketing.
Mailchimp customers can tap into their customer data for more personalization than ever before, allowing them to:
- Get up to 7x more orders with automated journeys3
- Use 50+ behavior-based triggers for advanced personalization
- Segment with advanced AI tools for up to 141% more revenue2
Bringing the Clustomer to Life
The campaign, targeting advanced marketers around the globe, aims to build a whimsical and ethereal world built off the emotions marketers feel when moving through different phases of the classic marketing funnel.
For example, when marketers are in the early stages of attracting prospective customers and making them aware of a particular product or service they can often feel disordered, confined, and confused. That’s visually represented by the campaign’s hero image of the Clustomer ball.
As marketers begin to build awareness and consideration for purchasing among their target audience the campaign transitions into visuals that evoke feelings like: freeing, graceful, and ethereal.
Finally, when marketers reach the coveted stage of converting prospective customers into paid ones, untangling the complex web of their Clustomer problem, the visuals begin to feel more grounded, balanced, and clean. This represents the power and orderliness brought about by Mailchimp’s AI-backed marketing and automation tools.
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Agency: Wink Creative at Mailchimp
Katie Potochney, Executive Creative Director
Jeremy Jones, Group Creative Director
Peter Kehr, ACD Art
Curt Mueller, CD Copy
Amber Worrell, CD Art
Javi Molinos, CD Copy
Rhett Kearsley, Executive Producer
Rebecca Cunningham, Sr. Producer
Mike Margiotta, Senior Producer
Luisa Ramos, Sr. Producer, International
Emily Enderson, Program Manager
Carly Aiken – Sr. Designer
Alex Miller – Designer
Alvin Martinez-Rosado – Motion Lead
Bryan Brasuk – Motion Designer
Rachel Yonda – Motion Designer
Kito Kondowe, Motion Designer
Michelle Taite, Chief Marketing Officer
Mark DiCristina, VP, Brand Experience
Mark Lodwick, Sr. Director, Integrated Marketing & Advertising
Marissa Prince, Director, Integrated Marketing
Rene Hallock, Director Integrated Marketing, International Markets
Michael Mitchell, Sr. Director, Brand Marketing
Greg Shumchenia, Director, Brand Marketing
Production Company: Pretty Bird
Suzanne Hargrove , Executive Producer
Rachel Main, Assistant Head of Production
Melissa Larsen Ekholm, Line Producer
Editorial and Sound: PS260
Editor: Maury Loeb
Sound Design: Nicole Pettigrew
EP: Evann Payne
Social Editor: Erica Verga
Color – Trafik
Colorist: Ricky Gausis
Post Production and VFX: The Mill
Hillary Thomas, VFX Executive Producer
Scott Tinter, VFX Executive Producer
Matt Fuller, VFX Supervisor
Stills Production: Breakfast for Dinner
Evan Sheehan, Creative Director
Alex Wallbaum, Creative Director
Jonathan Spagat, Managing Partner
Producer: Morgan Yi
1 #1 email marketing and automation brand based on competitor brands’ publicly available data on worldwide numbers of customers in 2021/2022.
2 See up to 141% more revenue for users’ connected stores using predictive segmented emails versus non-predictive segmented emails for Jan 1, 2022 – July 1, 2023 period. Standard and Premium plans only.
3 Up to 7x more orders generated through users’ connected stores versus when they used bulk emails for Jan 1, 2022 – July 1, 2023 period. Features and functionality of Customer Journey Builder varies by plan.
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