MailChimp builds powerful email marketing products that empower underdogs. Our fans and customers like us because we help their businesses grow, but also because we're a little weird.
We see our Instagram account as a place for our creative team to have fun. Our goals: delight our audience, impress potential recruits, and generally get people excited about our brand.
MailChimp engages our audience by being human. Occasionally we'll use Instagram to market our products directly, but mostly we use it to highlight our creative company culture in a way that's playful and unexpected.
Our account showcases life around the office, which includes guest speakers, baking contests, and even our own employees. The #MeetMailChimp portrait series features the people behind our products, photographed in funny, visually exciting ways.
Last year our Instagram audience grew by 158%—more than 2013 and 2014 combined. We also doubled our interactions year over year.
But beyond the metrics and praise, our Instagram account is a source of pride for our company as we grow while trying to stay weird.