From its inception, Mailchimp utilized copy to position as a fun brand. From its use of Freddy the Chimp to its conversational tone (”simple copy n’ paste”, “Cheap. Very cheap”) they injected personality into a part of the business that was confusing and a chore for most entrepreneurs.
The insurance industry uses the same strategy. Flo, Aflac duck, Geico Gecko are all examples of boring businesses trying to be remembered.
Mailchimp does it better because they’ve made their product indispensable to business owners.
Mailchimp is part of any entrepreneur’s “starter stack”, taking a place alongside G-suite, Stripe, and Slack.
Standing out in a boring industry is a sure fire way to create brand love and be top-of-mind.