We helped MailChimp say “hi” to the world in a way that felt right to them: by having fun with their name.

We created a massive real-world and online search campaign featuring nine mysterious projects with names that all kind of sound like “MailChimp.” Using mispronunciation as our creative device, we created a collection of cultural activations, including VeilHymn: a musical collaboration between Dev Hynes and Bryndon Cook.

For VeilHymn, we produced a hit single with an interactive music video with virtually no mention of MailChimp.

You see, we knew that if we made something worth listening to, people would want to know more about it.

So they’d search for it. And then we’d tell them a little story about a courageous, creative company that believes doing things your way isn’t just more fun, it’s good business.

For VeilHymn’s hit single “Hymn,” we made an interactive music video by creating an interface that allowed people viewing on VeilHymn.com to “lift the veil” of the music video and peek behind the scenes at any moment while watching.

The VeilHymn.com interactive experience combined WebGL shaders with cutting-edge audio technologies, real-time displacement and bespoke visual filters.

The interactive music video registered hundreds of thousands of views and received wide praise from Rolling Stone, Pitchfork, Fader and other major music and technology publications within hours of its release.

The original track Hymn garnered over 1.3M streams during the campaign, across the VeilHymn site, Spotify, Soundcloud, YouTube, Vevo + iTunes.

57% of traffic to the VeilHymn site was direct, with people typing in the URL themselves.

Only 20% of our audience left VeilHymn.com without interacting with the music experience, compared to the music industry’s average bounce rate of 59%.

Of all the online chatter that MailChimp’s overall campaign garnered, 80% came from people connecting VeilHymn to the campaign.

Lastly, those who saw the overall campaign showed lifts in key brand attributes over those who didn’t see it, saying MailChimp is a brand that’s inspiring (+25%), authentic (+19%), for me (+14%), innovative (+13%), very different from others in the category (+13%).