Background & Challenge

Mailchimp focused on lower-funnel marketing for years; it was time to shift into more brand building executions to build brand love.

Insight

Lower-funnel performance marketing wasn’t replenishing the upper-funnel audience pool.

Strategy

Behave Like An Entrepreneur - Embody a start-up mentality and become an agent of disruption.

Idea

Hijack HubSpot’s Annual Conference in Boston.

• Become unmissable with high-impact tactics

• Intercept attendees

• Make it seem like it was actually a Mailchimp event

Results

• Launchpad for a +14% increase in subscriptions for the year