We’re MailChimp: a creative company that gives small businesses the email and marketing tools to look big.

Those tools are called automations. They do all the ad and email stuff that you’d need another whole brain to do.

But instead of explaining these complex tools with boring B2B videos, we thought, “Hey, how about we use brains?”

So we made a website showing customers how automations are like a second brain for their business, with every part of the brain representing another incredible automation.

We even made films starring a fast-talking brain enthusiast who put everything in weirdly plain terms, and featured real small business owners to show what an extra brain can do.

And for rest of the small business owners out there, we served them videos explaining how our automations can tackle the business needs they have.

Using data from previous campaigns and MailChimp’s site analytics, we mapped the existing user journey through MailChimp's site and product, focusing on opportunities where we could remove steps between receiving product info and turning that product on.

The campaign's messaging was designed to move users along this streamlined journey, giving the right information in the right places. This allowed for creative freedom in introductory videos where we piqued interest via paid media and then drove users to the site experience with deeper information.

Through data, we tailored the site experience to account for differences between existing and prospective user behaviors on platform. Custom CTAs based on our knowledge of user-type allowed existing users to jump right into automation setup or simply sign-up for MailChimp. Our streamlined solution spoke to all types of users, from basic browsers who were curious to MailChimp pros looking to deepen their use of automations.

Most importantly, this campaign drove MailChimp’s business, generating double-digit paid signup volume.

We exceeded our signup goal by 1,683% and exceeded paid signup goals by 27%.

Video alone contributed to 40% of signups.

We brought in 12% more new Automation users.

Our audience immersed themselves in the campaign:

Spending 8 minutes+ time-on-Site

4x the industry average for B2B

Only a 32% Bounce Rate

½ the industry average for B2B

1 million small business owners returned to the campaign site.

Exposed users returned to the site 2x more, on average.

68 million views and 42 million completes driven by the Brain mean individuals spent more than 120,000 hours engaged with Brain content.

Finally, our campaign delivered 10% increase in MailChimp’s association with Marketing Automation, growing the brand’s positioning as a marketing automation platform for small business.

Sources: Google Analytics, September 2017 - December 2017; Signups provided by MailChimp