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Mint marketing gets it right's fathers day campaign is an effective combination of Twitter, E-mail and their web-site.

A few weeks ago, the Personal Financial Management ("PFM") web-site, Mint, asked people (via Twitter) to send in the best and worst financial advice they'd ever received from their father (as part of a fathers day theme). You could then watch customers replying on Twitter.

This morning, I received this e-mail from them (I hope Mint will not object to my reproducing it - if they do, please let me know):

I apologise for the fact that it is not very legible.

There is nothing complicated in it. However,
  • it provides an opportunity for contextual links back into parts of the site ("3 principles of personal finance" and "check your credit score")
  • it has a real sense of community ownership - this is the content that we helped create, Mint listened to us and did something about / with what we said, Mint is in tune with our lives (in a very personal family values oriented manner). It does not matter if it is somewhat manufactured in between the Twitter feedback and the e-mail - the people who took part will still recognise their participation, no matter how tenuous.
  • it has a slight but very clever viral element ("forward this e-mail to your dad") to help spread Min't promotion reach across the generational divide. There is a mor generic "forward this to a friend" link at the top, butI think that the more personal "forward this e-mail to your dad" will achieve more resonance given the topic of the e-mail and the fact that they sent it two days before fathers day.
I think that this is an all-round well executed campaign, combining context, community, viral elements and strong clear calls to action.


Donna Wells said...

Hey Chris, We don't mind your reproducing our email, and we very much appreciate your kudos. Thanks! Donna Wells, CMO,

Chris said...

Hi Donna,

Thanks (for the permission), and you're welcome (for the kudos).

It's worth pointing out that Donna posted this comment within about 3 hours of my tweeting this post. I'm guessing that they're watching Twitter for mentions of Mint - a very sensible policy. However, I wonder how many other financial service companies are that alert and responsive to what people are saying about them in Cyberspace? I'd bet that it's not many.