Bringing holiday shopping research to life with Intuit Mailchimp
The challenge
Intuit Mailchimp wanted to give marketers a practical guide to the holiday season, which now starts earlier and runs longer every year. With its research partner Canvas8, it surveyed more than 9,000 shoppers across 13 markets and interviewed leading retail experts. The challenge was turning all that data into something marketers would actually want to read, in time for August, when holiday planning begins.
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Adding a welcome dose of delight to our data is cartoonist Tom Fishburne… Tom’s work and voice reminds us all of the joy behind our jobs.
Intuit Mailchimp, Holiday Shopping Unwrapped
What we made
We created 10 custom cartoons for Holiday Shopping Unwrapped, an 80-page report covering the holiday gamut: planning season, “Christmas creep,” the never-ending shopping list, and the last-minute sprint. Tom also wrote the foreword, and the report credits Marketoonist as a partner on the cover. The cartoons helped the proverbial eggnog go down, introducing research findings in a funny, memorable way.
Where it ran
Mailchimp released the report as a gated download, featured Marketoonist on its landing page, and serialized the cartoons individually to drive attention and sign-ups. We shared the launch with the Marketoonist audience, delivering 40K organic LinkedIn impressions and 25K newsletter impressions.
