Most tech companies hand out the same tired stuff—pens, stress balls, lanyard nightmares. MailChimp's marketing director noted they couldn't directly measure the impact of giving away shirts and hats, but treating items as gifts rather than marketing expenses changed their perspective—they thought first about recipients and how they'd feel. The real problem: how do you make people want to carry your brand?

Instead of generic items, they chose high-utility products reflecting their quirky, creative identity: custom Freddie socks, enamel pins, canvas totes with witty slogans, illustrated notebooks, and collectible vinyl toys by Super7. Every piece was Instagram-worthy and actually useful. No catalogs. No compromises.

The campaign drove a 21% increase in social interactions and 15% boost in email open rates within the cohort. Customers organically posted their merch using #FreddieSwag, building community without paid promotion. The lesson: branded items aren't expense line items. They're conversation starters.