Update (as of June 2018): MailChimp no longer partners with FbStart.
Last year, MailChimp partnered with Facebook to support FbStart, a program that provides early-stage mobile startups with tools to grow. One of those young companies was MomentCam, a mobile photo app that lets you snap portraits and turn them into funny cartoons, called “Momies,” that are shareable with friends, family, and social media followers.
All FbStart participants got 6 free months of MailChimp, and MomentCam—developed by Beijing-based Hightalk Software—made great use of that time to promote the app and keep existing users in the loop. Here’s a closer look at how the team behind the Momies uses email to get to know and delight their customers.
Encouraging creative engagement
MomentCam encourages users to get creative and pose their Momies against various backdrops, including great works of art and fields of bunny rabbits. You can even make your cartoon self ride atop a bear with a rifle slung across your bare, hairy chest, because, yeah, sure, why not?
MomentCam also encourages creativity through email marketing and social media. Last Christmas, for instance, MomentCam sent a MailChimp campaign asking users to snap a photo and create a Momie with a Christmas backdrop, then share the result on social media. A winner was picked from the submissions and received a customized t-shirt bearing their own MomentCam-ed face. Fancy.
This sort of promotion is a great way to interact with subscribers. It gives them a chance to participate in something out of the ordinary, and incentivizes them to stay engaged with future campaigns.
Getting to know your audience
MomentCam also used MailChimp’s segmentation tools to send unique campaigns to different groups of subscribers based on how they used the app. The app is available on Android, iOS, and Facebook, and each platform gets its own new features and updates. Segmentation allowed MomentCam to easily create and send targeted campaigns to the right group of users at the right time.
We’re not alone in thinking the team made great use of MailChimp to help their business grow. Facebook thought they did excellent work, too: MomentCam was named FbStart App of the Year for 2014. That’s maybe not quite as awesome as riding a giant bear, but we still think it’s still pretty cool.