Project Deliverables

  • Brand Perception Recommendations
  • Campaign Evolution Strategy

The Challenge: Ad Tracking for a Campaign Gone Viral

When it comes to standing apart from other automated marketing service providers, MailChimp is one cheeky monkey. After the podcast Serial gained a cult following in 2014, Adnan Syed wasn’t the only name on people’s lips– MailChimp’s sponsored intro, in which the company’s name was mispronounced, became a topic of conversation, too. Looking to continue the momentum, the email service provider hired Droga5 to develop their first cross-media campaign and partnered with Kelton to track its ad effectiveness.

We got to work surveying entrepreneurs and small business owners to find out how MailChimp’s target market reacted to the ad campaign’s bold, quirky concept– which included playful experiences across music, film, and even branded snacks.

We also tracked how the brand stacked up against competitors in terms of awareness and overall perception. Going big paid off: the findings from our ad tracker proved that the campaign was a success, and Droga5’s work was further recognized when the agency was awarded the 2017 Cyber Grand Prix at Cannes.

The Solution: Advertising Tracker Findings to Power the Next Big Campaign

At the close of our ad tracking project, we provided guidance on areas of improvement and opportunity to help the company execute on future campaigns like a champ (err… chimp).

Up Next

Microsoft Market Research Case Study

Global Product Launch for Microsoft


We teamed up with Microsoft to establish a compelling narrative for a global product launch.

How Dollar Shave Club keeps a pulse on brand health, make multi-million dollar advertising decisions and uncover opportunities for global expansion.

International Growth Strategy for Dollar Shave Club


We help Dollar Shave Club keep a pulse on brand health, make multimillion-dollar advertising decisions and uncover opportunities for global expansion.

Royal Caribbean case study: how global customer segmentations fueled growth strategy.

Global Customer Segmentation to Drive Brand Growth for Royal Caribbean


Royal Caribbean is a top choice for avid cruisers – but in order to grow, they needed to convince more people to give cruising a try.

Hi! We're glad you're here. Kelton Global is now part of Material,
and our site will be migrating to materialplus.io in the near future.
Visit our new website!