Small Business Saturday falls the day after Black Friday and kicks off the holiday shopping season. For Mailchimp customers this span of time leading up to the holidays can make or break their small business. To bring awareness we created a social campaign that inspires shopping local in a very whimsical way.
We collaborated with 3D artist Melissa Mathieson to create playful scenes inspired by 9 of our small business customers. Within each vignette are nods to what the businesses actually sell — books, bicycles, hair products, and even backpacks designed to carry your cat. Every transaction is a celebratory moment for them and we wanted to make what could seem mundane extra special.
We supported this key art with additional content about the business owners and their mission statements. Showcasing the humans behind these small businesses was an important goal of this campaign. Additionally, we mixed in shoppable product photography.
This campaign lived primarily on Pinterest with supporting content on Instagram and Twitter. Driving to our local business directory that had at the time a list of over 1,200 small businesses — all Mailchimp customers organized by location.
Creative Team:
Amber Worrell, Creative Direction
Anna Ladson, Art Direction and Design
Melissa Mathieson, Illustration/Animation
Matt Shoemake, Copywriter
Taylor Wiatt, Producer
Awards