Tracking for a campaign gone viral


When the podcast Serial gained a cult following in 2014, MailChimp’s sponsored intro also became a topic of conversation. The email service provider developed its first cross-media campaign and partnered with Material to track ad effectiveness.

We surveyed entrepreneurs and small business owners to find out how MailChimp’s target market reacted to the campaign’s bold, quirky concept — which included playful experiences across music, film, and even branded snacks.

We also tracked how the brand stacked up against competitors in terms of awareness and overall perception. Going big paid off: the findings from our ad tracker proved that the campaign was a success. At the close of our ad tracking project, we provided guidance on areas of improvement and opportunity to help the company execute on future campaigns like a champ (err… chimp).

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