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Mailchimp finds success with in-house video (and audio) campaigns

And, how it weaned itself off of agencies like Droga 5

This was a fascinating read because it highlights a direct-to-consumer brand taking creative into its own hands to convert small business owners to customers, and pushing its agencies aside. The nine-person Mailchimp Studios team (six or seven from the entertainment industry) produce show episodes typically running between five and eight minutes apiece, and standalone documentaries hovering around 15 minutes in length. Contrast Mailchimp’s in-house production team to online ticketing platform StubHub’s use of automated video templates from platform Smartly.io, which automates video creation and deployment across Facebook and Instagram using preselected assets split by geography, winning team and audience segment.

7 Ingredients™ tags: Creative, Marketing, Operations, Production

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