Mailchimp had been a generous philanthropist in its hometown of Atlanta over the past seven years, but had not connected its approach and investments from an impact perspective with its brand purpose. This disconnect was a missed opportunity to amplify the good Mailchimp had been doing, as well as increase thought leadership and brand love. We set out to change that in 2020.
Local organizations know their communities the best but they don’t always get the attention they need.
At Kin, we’ve always believed a handful of passionate people can change the world. We know that starting where you are, with the resources you have, is a great way to make lasting change—and can inspire others to do the same. Knowing that Mailchimp’s purpose is to empower the underdog, from small businesses to small world-changers, we knew there was a way to shift the paradigm and help them scale.
Big Change Starts Small is our way of changing the game. Too often, small, local organizations are restricted and deprived from the freedoms to invest, innovate, and help the communities they know best. Our platform shares Mailchimp’s corporate citizenship narrative and its experience in Atlanta while also providing an adaptable model for corporate citizenship, which other organizations can adopt.
The campaign drove +1.2% Awareness Lift & 3.7% AdRecall Lift for Mailchimp brand. Big Change Starts Small caught users attention more than any other 2020 Mailchimp campaign with a CTR of 0.24% versus 0.09%.