Intuit Mailchimp Offers to Solve the ‘Clustomer’ Problem

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Intuit Mailchimp is touting its advanced features for personalizing email campaigns and improving customer relations in its latest global brand and product campaign. 

Intuit Mailchimp is touting its advanced features for personalizing email campaigns and improving customer relations in its latest global brand and product campaign. 

The new effort, created by the company’s in-house agency, Wink Creative, revolves around the idea of the “Clustomer,” a gaggle of individuals who are clumped together despite not having anything in common. Intuit Mailchimp, the campaign, asserts enables personalization and other tools to “Turn Clustomers into Customers.”

“Our research showed advanced marketers’ biggest pain point was figuring out ways to personalize their email campaigns at scale to make the most out of their web of customers,” said Jeremy Jones, group creative director at Intuit Mailchimp. “The Clustomer visualizes that problem in a way marketers could identify with.”

To bring the image to life, the campaign depicts the various customers of a company mashed into one big ball. Described in a voiceover as “one tangled mess,” the customers are packed tightly together and annoying each other with their different behaviors. As the company’s marketing department uses Mailchimp’s advanced features to personalize emails for the customers, they pop out off the ball holding their phones and computers with individualized offers. 

Though many small businesses use Mailchimp for their email marketing, the new campaign is targeted at markers in larger companies, showcasing the company’s ability to “personalize at scale.” Among the tools the company is touting are a generative AI assistant called “Intuit Assist,” as well as advanced segmentation, custom reporting, customer journey tracking, SMS tracking and enhanced support features. 

“Once we were acquired by Intuit (in 2021), we started growing the product,” Jones said. “We realized we had to go upstream a bit to reach the mid-sized marketers.”

The campaign will include TV, digital video, social, out-of-home and other tactics, Jones said. 

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