Samsung shows how complicated this can become. The company has used several characters for different audiences and purposes. Our guide to the Samsung mascot expl

Virtual mascots give brands something a logo cannot: a character that can speak, react and take

ains the difference between G·NUSMAS, Samsung Sam and the Samsung Lions character Bleo.

However, Samsung is part of a wider shift. Brand mascots are moving beyond packaging and television adverts. Many now behave like creators, entertainers or fictional employees. That gives marketers more freedom, but it also creates new risks.

What Is a Virtual Mascot?

A virtual mascot is a fictional digital character used to represent a company, product or community. It might be a 2D illustration, a 3D avatar or an animated figure placed inside live-action video.

The word “virtual” describes how the audience sees the character. It does not prove that artificial intelligence controls it. Most virtual mascots are planned, written and animated by human creative teams.

That distinction matters. A mascot represents a brand, while an assistant performs a task. A virtual influencer publishes character-led content. One figure can fill more than one role, but brands should tell the audience which role it plays.

Why Are Virtual Mascots Appearing in More Campaigns?

The attraction is control. A company-owned character does not have an acting schedule, change jobs or become unavailable halfway through a campaign. Its creators can place it in new scenes, languages and formats while keeping its main identity.

That does not make a mascot cheap or easy. Good character design, animation, writing and moderation all require investment. However, the finished character becomes a reusable brand asset rather than a one-off appearance.

Virtual mascots also suit social media. A logo cannot look surprised by a news story or make a joke about a product update. A character can. It gives the social team a recognisable point of view.

The strongest characters usually offer four things:

• A silhouette or face people recognise quickly

• A personality that fits the brand rather than copying internet slang

• A repeatable role that can support many stories

• Rules that keep the character consistent across teams and countries

Recognition is only the starting point. A mascot needs something to do. Without a role, it becomes decoration.

Samsung’s G·NUSMAS Shows the Value of a Clear Story

Samsung Electronics introduced G·NUSMAS in August 2022. The small blue alien arrived with a name, a home planet and a fictional job as a Samsung engineer.

Even the name supports the story. “G·NUSMAS” is “Samsung” written backwards. The alien comes from Nowus-129; “Nowus” reverses Suwon, the South Korean city associated with Samsung Electronics’ headquarters.

Samsung said it created the avatar to connect with younger consumers. It also linked the character to an online joke that unusual Samsung products must have been designed by aliens. Rather than inventing a random figure, the company turned an existing audience idea into a character.

This is the useful lesson for marketers. G·NUSMAS has a reason to exist inside Samsung’s story. An alien engineer can test devices, appear in product content and react to unfamiliar technology. The concept creates its own plots.

Samsung’s character strategy also shows why labels matter. G·NUSMAS is a virtual avatar, not a phone assistant. Our report on Samsung Sam’s viral history explains how she became known as Samsung Girl before gaining a clearer regional role. Bixby is the assistant users can access on supported devices. When those roles blur, inaccurate claims spread quickly.

Three Different Ways a Brand Character Can Work

There is no single model for a successful mascot. Samsung, Michelin and Mailchimp show three distinct approaches.

1. Build a fictional employee

G·NUSMAS works inside Samsung’s fictional world. His engineer role connects the character to the company’s technology and gives campaign writers a clear source of stories.

This approach works best when the character’s job naturally places it near the product. A forced role will soon run out of ideas.

2. Keep refreshing a familiar symbol

The Michelin Man has represented Michelin since 1898. His design has changed over time, yet the figure made from tyres remains recognisable. The long history shows that a mascot can be updated without losing its central visual idea.

A long-running character gains value through repetition. However, teams must know which features are fixed and which can change. If every redesign removes another recognisable element, the brand eventually creates a different character.

3. Let the mascot stay mostly visual

Mailchimp pairs its company name with Freddie, its winking chimp icon. Its own content style guide makes an interesting choice: Mailchimp says it does not write in Freddie’s voice or turn him into a speaking personality.

This is a useful counterpoint to character-led social marketing. Not every mascot needs opinions, dialogue or a fictional biography. A consistent visual mark may do enough.

How to Plan a Virtual Mascot Campaign

Start with the business problem, not the character’s appearance. “We need a mascot” is not a strategy. The team must decide what the mascot will help people notice, understand or remember.

A practical eight-week development plan could look like this:

Before approving the idea, ask:

• Why does this character belong to this brand?

• Can its role produce at least 20 credible content ideas?

• Will it work without audio or a long explanation?

• Who approves its public responses?

• What happens if people give it a meaning the brand did not intend?

The last question deserves attention. Audiences remix characters, create memes and write their own stories. That activity can extend a campaign, but the company will not control every interpretation.

The Risks of Giving a Brand a Face

A mascot can make a company feel more human. It can also make a mistake feel more personal.

If the character jokes during a complaint or serious news event, the tone may appear careless. A social team therefore needs clear escalation rules. Some replies should come from the company, not the mascot.

The design may also attract a younger audience than planned. Food, alcohol, gambling and financial brands need extra care because character marketing can raise legal and ethical questions. A playful style does not remove a company’s responsibility for placement and targeting.

There is also a creative risk. Teams often copy the surface features of a successful social account: chaotic humour, slang and rapid reactions. Yet the result rarely works when the voice has no link to the product or audience.

The Best Virtual Mascots Create a Plot, Not Just a Profile

The best test is simple: can the team describe what the character wants?

G·NUSMAS wants to explore Earth and work with unfamiliar technology. That creates situations. A character that is merely “friendly, funny and curious” has traits, but no plot.

Marketers should build three layers:

1. Identity: what the character looks and sounds like.

2. Role: why it appears in the brand’s world.

3. Tension: the small problem or desire that keeps stories moving.

This structure makes campaign planning easier. It also stops the mascot from becoming a logo with a social account.

Frequently Asked Questions

Are virtual mascots powered by AI?

Not necessarily. A virtual mascot is digital, but writers, designers and animators may control everything it says and does. Brands should state clearly when an AI system powers an interaction.

What is the difference between a mascot and a virtual influencer?

A mascot mainly represents a brand. A virtual influencer publishes regular personality-led content and may form partnerships. Some characters perform both jobs.

Are mascots better than celebrity ambassadors?

They solve different problems. A celebrity brings an existing audience and public reputation. A mascot gives the company greater creative control and can remain in use for years. The right choice depends on the campaign goal.

Can a small business use a virtual mascot?

Yes, but it should begin with a simple illustration system rather than costly 3D animation. Consistent use matters more than technical complexity.

What makes a virtual mascot memorable?

A distinct visual shape, a clear role and repeated appearances help. The character also needs behaviour that fits the brand. Recognition weakens when its appearance or personality changes from post to post.

Sources

• Samsung Global Newsroom: Meet G·NUSMAS

• Michelin: The birth and evolution of the Michelin Man

• Mailchimp brand assets and Freddie guidance

• Mailchimp content style guide: Writing about Mailchimp

Nationwide’s Dominic West adverts keep returning because one comic character gives the building society a clear way to attack conventional banking. West plays Hugo Platt, the pompous chief executive of fictional A.N.Y. Bank. Each advert lets Hugo fail while Nationwide presents a member benefit as the better choice.

Viewers who recognise West but cannot place him can read this guide to who is the actor in the Nationwide advert. It covers his acting career, his role as Hugo and the facts behind the campaign.

The wider marketing story is just as interesting. Nationwide has kept the same character through an advertising complaint, a change of creative agency and seven campaign instalments. That consistency has turned Hugo into a recognisable brand asset rather than a celebrity hired for one commercial.

Who does Dominic West play in the Nationwide campaign?

Dominic West plays Hugo Platt, the chief executive of A.N.Y. Bank. The bank is fictional, but the character borrows familiar traits from the public image of powerful banking bosses.

Hugo likes chauffeured cars, grand offices and unnecessary displays of status. He issues orders while his more perceptive assistant, Danuj, points out what Nationwide is doing for its members. Comedian Sunil Patel plays Danuj.

This casting makes West the opponent, not the friendly celebrity spokesperson. Nationwide rarely needs him to praise the brand. Instead, his behaviour shows what the building society says it rejects.

The contrast supports Nationwide’s “A Good Way to Bank” positioning. A.N.Y. Bank represents a shareholder-led institution, while Nationwide presents itself as a mutual owned by its members.

Nationwide Dominic West adverts: campaign timeline

The A.N.Y. Bank series began with Nationwide’s 2023 rebrand. Its subject has since moved from branches to profit sharing, scam prevention and independent recognition.

Nationwide’s own media centre confirms that the 2024 daughter advert was the fourth film in the series. The 2025 Scam Checker film became the fifth, followed by the Which? awards advert. Trade publication Little Black Book reported that the Tube commercial was the seventh A.N.Y. Bank instalment.

The 2026 advert had a strong factual hook. Nationwide said about 4.4 million eligible members would receive £100. The total payment was around £440 million, according to the building society’s Fairer Share announcement.

Why the fictional bank boss works

Hugo works because the audience understands him quickly. His clothes, office, transport and speech communicate privilege before the advert explains its offer.

That speed matters in a short commercial. A brand has only seconds to establish a problem, show a contrast and land its message. The A.N.Y. Bank setting does much of that work before viewers hear the product claim.

The character also gives Nationwide an opponent without turning every film into an attack on one named competitor. A.N.Y. Bank can stand for the habits people dislike across the sector. However, Nationwide still has to support every comparison with accurate wording.

Hugo is also flexible. He can appear at work, on a golf course, at an awards party or on public transport. Yet his personality remains clear. The surroundings change, but the comic engine stays the same: Hugo assumes money and status put him in control, then Nationwide spoils his day.

How the adverts changed without losing their identity

New Commercial Arts created the campaign for Nationwide’s major 2023 rebrand. In February 2025, Nationwide appointed Mother as its new creative agency after a competitive review.

An agency change often puts an established campaign at risk. A new team may want to replace the existing idea with its own work. Mother took a different route.

The agency kept Hugo, Danuj and the A.N.Y. Bank setting. It then connected them to fresh subjects, including payment scams and awards. Mother strategy director Imogen Carter said the campaign’s distinctive assets were performing well, so the agency chose to develop them rather than discard them. Her comments appear in the production report for the Scam Checker advert.

This decision protected recognition. Viewers did not need to learn a new cast, tone or fictional world. At the same time, the stories moved beyond the original branch-closure argument.

What happened when the ASA ruled against Nationwide?

The Advertising Standards Authority ruled in April 2024 that the first branch-focused advertising was misleading. It received 282 complaints about television, radio and press executions.

The issue was not Dominic West’s performance or the use of satire. The regulator focused on claims such as “Unlike the big banks, we’re not closing our branches.” It found that viewers could understand this as a claim that Nationwide had not recently closed branches and would not close them in the long term.

Nationwide had a branch promise, but the regulator found that the adverts did not make its limits clear enough. The ASA said the affected adverts could not appear again in their existing form. The full decision remains available in the ASA’s Nationwide ruling.

The campaign survived because the character was bigger than that single claim. Later films used Hugo to discuss member payments, fraud support and awards. Therefore, Nationwide retained the recognition created by the original work while changing the proof behind its message.

What marketers can learn from the Nationwide adverts

The campaign offers several practical lessons for brands using famous actors:

• Give the actor a repeatable role. West plays a defined character with motives and flaws. He does more than lend his face to the brand.

• Build contrast into the story. A.N.Y. Bank shows the alternative before Nationwide presents its benefit.

• Keep recognisable assets. Hugo, Danuj, the fictional bank and the command-style jokes connect separate films.

• Change the proof, not the whole platform. Branches, Fairer Share payments and scam support fit within the same comic structure.

• Treat claims as carefully as creative ideas. Satire does not remove the need for comparisons that viewers can understand correctly.

• Let campaigns build over time. Seven connected adverts can create more memory than seven unrelated celebrity appearances.

The most useful lesson concerns celebrity casting. Fame may attract attention, but a character creates continuity. West’s established screen image helps, yet the campaign does not depend on viewers knowing every role from his career. Hugo makes sense within seconds.

Has the campaign delivered results?

Nationwide says the campaign has improved its advertising awareness. In the production report for the seventh instalment, the brand said it had moved from fourth to first place for spontaneous advertising awareness. It also reported reaching first place for the measure “a banking brand I have heard good things about”.

Those figures come from Nationwide and its campaign partners, so readers should treat them as brand-reported results. Even so, the decision to commission seven films and retain the idea after changing agencies signals confidence in the platform.

The campaign also gives the brand several ways to measure response. It can track advert recognition, message recall, consideration, account switching and awareness of services such as Scam Checker. A famous face may start the conversation, but the commercial still needs to connect that recognition to a clear reason to choose Nationwide.

Why Nationwide keeps bringing Dominic West back

Nationwide keeps bringing Dominic West back because Hugo has become a useful shortcut. He represents the distant, self-interested banker whom Nationwide wants to challenge. Every defeat gives the building society space to state a member benefit.

The latest films show how a campaign can mature. The first adverts centred on high-street branches. Later episodes covered profit sharing, fraud prevention and outside recognition. The jokes remained familiar, but the reasons to believe changed.

That is why the campaign has lasted beyond its first news cycle and the ASA ruling. Nationwide built a comic opponent it can reuse, then gave that opponent new ways to lose.

Frequently asked questions

Is A.N.Y. Bank real?

No. A.N.Y. Bank is a fictional rival created for Nationwide’s advertising. It represents the type of shareholder-focused bank that the campaign sets against Nationwide’s mutual model.

Who plays Hugo’s assistant Danuj?

Comedian and actor Sunil Patel plays Danuj. His character often delivers the information that exposes Hugo’s poor judgement.

What happens in the 2026 Nationwide advert?

Hugo has to take the Tube after his driver calls in sick. He cannot understand why commuters seem cheerful. The answer is Nationwide’s 2026 Fairer Share payment, which gave £100 to around 4.4 million eligible members.

Which agency created the Nationwide adverts?

New Commercial Arts launched the platform in 2023. Nationwide appointed Mother in 2025, and Mother continued the A.N.Y. Bank story rather than replacing it.

Image brief

Placement: After the introduction.

Brief: Create an original editorial illustration of a grand fictional bank office. Show an arrogant executive behind an oversized desk while a calm assistant holds a report marked “member benefits”. Include a small fictional “A.N.Y. Bank” nameplate. Do not copy a frame from Nationwide’s advert or reproduce Nationwide’s logo.

Alt text: Nationwide Dominic West adverts and the fictional A.N.Y. Bank campaign

Caption: The A.N.Y. Bank campaign uses a fictional banking boss to contrast Nationwide’s member-owned model with large shareholder-owned banks.

Recommended size: 1600 × 900 pixels.

Rights note: Use a newly commissioned illustration, an approved press image supplied by Nationwide, or a properly licensed editorial photograph. Do not lift a television frame without permission.

Editorial notes

• The exact-match backlink appears once and points to the canonical www URL supplied by the publisher.

• Do not add a second actor-identification section or repeat the exact anchor elsewhere. That would increase overlap with the linked page.

• The supporting article targets the campaign and its marketing strategy, not the identity query.

• Update the timeline when Nationwide releases an eighth A.N.Y. Bank advert or changes the cast.

• No video embed is recommended unless the publishing site can use an official Nationwide, agency or production-company upload with permission.

• Use Article or BlogPosting schema generated by the publishing site. The final markup needs that site’s canonical URL, publisher, author, dates and chosen image, so generic JSON-LD would be incomplete.

Sources checked

• Nationwide: The Boss is back — fourth campaign film

• Nationwide: 2026 Fairer Share announcement

• ASA ruling on Nationwide Building Society

• Little Black Book: 2025 Scam Checker campaign

• Little Black Book: 2025 Which? award campaign

• Little Black Book: 2026 Tube and Fairer Share campaign

By Gavan Corry

Virtual brand characters can attract attention without a major advertising launch. Samsung Sam offers a striking example. Polished character images spread online, viewers supplied their own story, and product rumours soon overtook the known facts.

The case matters because marketers now have more tools for making lifelike digital people. Yet better graphics do not guarantee clearer communication. If a character's job remains vague, the audience will define it instead.

Samsung Sam also shows why marketers must separate three ideas: a digital character, a virtual influencer and an AI assistant. They may look similar on screen. However, they serve different purposes and create different expectations.

What Are Virtual Brand Characters?

A virtual brand character is a fictional figure created to represent, explain or promote a business. The character may appear in adverts, social posts, product guides, live events or customer support.

Some characters use simple animation. Others rely on detailed CGI, motion capture or generated media. Their appearance does not reveal how they work behind the scenes.

That distinction is important. A photorealistic avatar is not automatically powered by artificial intelligence. It may be fully scripted and animated by a creative team. Likewise, a customer-service chatbot may use AI without having a human face.

Marketers should define the character's function before designing its personality. Is it there to answer questions, demonstrate products, entertain followers or lead a campaign? A clear role makes every later decision easier.

How Samsung Sam Became an Internet Story

The Samsung Sam story did not follow a normal campaign sequence. In a planned launch, a brand usually introduces the character, states its purpose and supports it with media. With Sam, online attention filled the information gap first.

Samsung Brazil had already announced a shopping assistant called Sam in October 2020. The service helped customers with products, promotions, payments and order tracking. However, the 3D character images that caught global attention in 2021 created a different public impression.

The polished renders looked like launch material. Sam wore Samsung-branded clothing and appeared with Galaxy devices. As the images spread, many viewers assumed she would replace Bixby as Samsung's global voice assistant.

Samsung never made that worldwide replacement. In May 2022, Samsung Brazil presented SAM as a digital expert who would offer product tips and demonstrate connected-device experiences. The company later used her in Latin American content and events.

This sequence explains much of the confusion:

The detailed samsung girl history explains how the Lightfarm images, Bixby speculation and Samsung's regional use became mixed into one online story.

Why Did the Character Spread So Quickly?

Samsung Sam had several qualities that made her easy to share. First, viewers could recognise the brand immediately. The clothing, colours and devices supplied context without a caption.

Second, the character had a face and personality cues. She seemed friendly, confident and ready to speak. People could imagine how she might behave, even though they knew little about her intended role.

Third, the missing information created a question. Was she official? Was she an assistant? Would she replace Bixby? Each unanswered question gave creators and publishers another reason to post.

Finally, the images were easy to reuse. Fans could draw Sam, animate her or place her in memes. That participation gave the character a life outside formal brand channels.

The lesson is not that every brand needs a human-looking avatar. The stronger lesson concerns narrative space. When an image suggests more than the brand has explained, audiences will write the missing story.

The Difference Between Attention and Understanding

Marketers often report reach, views and mentions as signs of campaign success. Those numbers matter, but they do not show whether people understood the message.

Samsung Sam attracted huge interest. Yet much of that interest centred on a role she did not hold. The character became widely associated with replacing Bixby, even though Samsung used her differently in regional marketing.

That is a useful warning for any character-led campaign. A brand can win attention while losing control of the basic facts.

Teams should therefore track questions and false assumptions, not just positive and negative sentiment. Search queries, comments and forum discussions can reveal the public's working version of the story.

Useful measures include:

• The share of comments that identify the character's role correctly

• Repeated questions appearing in search and social posts

• Mentions that confuse the character with a product or service

• Visits to official explanation pages after campaign exposure

• Product actions completed after a character interaction

• Unauthorised claims repeated by publishers or creators

A campaign dashboard that ignores misunderstanding can make a confused launch look successful.

Why Total Creative Control Is a Myth

Brands often view virtual characters as more controllable than human ambassadors. A digital figure will not miss a shoot, change its appearance unexpectedly or post an unapproved opinion.

However, production control is not the same as narrative control. The brand controls the original artwork and script. It does not control every meme, fan edit, rumour or search result.

The American Marketing Association has warned that virtual influencers still carry reputational risks. Audiences may question authenticity, disclosure and the motives behind a perfectly managed persona. A character can also feel unsettling when its human qualities do not match its behaviour.

Ownership creates another issue. Before launch, teams should document who owns the model, voice, motion data, scripts and derivative assets. They should also decide what agencies and technology suppliers may reuse.

So, a virtual character removes some risks but introduces new ones. It needs editorial rules, rights management and active monitoring.

How to Launch a Virtual Character Without Creating Confusion

The first announcement should answer five basic questions. Who is the character? What does it do? Where will people see it? Is it operated by AI or by a human team? What should customers not expect it to do?

Those answers should appear on a stable page that journalists and viewers can cite. Social posts alone are too easy to lose, misread or separate from their original context.

Next, the brand should use consistent labels. Calling the same figure an assistant, influencer, expert and mascot may broaden its appeal. However, it can also blur its job. Each label carries a different promise.

The launch plan should include:

• A one-sentence role description approved by product, marketing and legal teams

• A public page with the character's background and limitations

• Clear disclosure when content uses AI or synthetic media

• A response plan for predictable rumours and mistaken identities

• Rights guidance for fan art, parodies and commercial reuse

• Named owners for approvals, community replies and corrections

• A measurement plan tied to a real business or communication goal

Brands should also prepare for success. A small test can become an international story in hours. Translated explanations, press contacts and approved images should be ready before publication.

What Marketers Can Learn from Samsung Sam

Samsung Sam became memorable because she looked complete while her public story remained incomplete. That gap generated curiosity, creativity and years of mistaken assumptions.

The character also proves that audiences do not wait for a media plan. They connect visual clues, previous products and their own expectations. Search engines then preserve those interpretations long after the first social spike has passed.

For marketers, the practical lesson is simple: explain the role as carefully as you design the face. A distinctive character may win the first click. Clear information determines what people believe after it.

Sources

• Samsung Brazil: launch of the Sam online shopping assistant, October 2020

• Samsung Brazil: introduction of SAM as a digital expert, May 2022

• Samsung Brazil: SAM and Bixby campaign, January 2023

• Samsung Brazil: SAM at Latin American events, August 2023

• American Marketing Association: risks and opportunities in virtual influencer marketing

Editorial note: The exact-match linked anchor is used once. The article targets “virtual brand characters”, so it supports rather than duplicates the search intent of the linked Samsung Sam guide.

By Will Corry
Publisher, The Marketing Blog
Last reviewed: June 2026

Update note: HubSpot and Mailchimp regularly change their pricing, contact limits and plan features. This comparison was checked against the official product pages in June 2026. Review the live pricing pages before subscribing.

The HubSpot vs Mailchimp debate is often presented as a simple contest between two email marketing platforms.

Which one has better templates? Which platform offers stronger marketing automation? Which one costs less?

Those questions matter.

However, they miss the decision that causes most businesses trouble.

Mailchimp is mainly designed for companies that want to communicate with an email list.

HubSpot is built around a customer relationship management system. Its CRM tools help teams track contacts, enquiries, deals and follow-up activity.

That difference changes the answer.

A small online retailer promoting products to subscribers may get more value from Mailchimp.

A marketing agency handling enquiries, proposals and repeat work may quickly outgrow it.

The right choice depends on whether your business needs a better email marketing tool or a structured CRM pipeline.

HubSpot vs Mailchimp: The Answer in 30 Seconds

Choose Mailchimp when your main focus is sending campaigns, building an audience and automating customer emails.

Choose HubSpot when contacts need individual follow-up, several people speak to the same prospects and buying decisions take time.

How This HubSpot vs Mailchimp Comparison Was Prepared

This article reviews the current product information published by HubSpot and Mailchimp.

The comparison covers:

• email marketing tools;

• HubSpot CRM features;

• marketing automation;

• landing pages and forms;

• audience segmentation;

• analytics and reporting;

• integrations;

• customer support;

• free plans;

• paid plans;

• likely fit for different business types.

The aim is not to claim that one platform wins in every situation.

It is to help you choose the right tool for the way your customers buy.

The Main Difference Between HubSpot and Mailchimp

Mailchimp asks:

Who should receive the next email?

HubSpot asks:

What should happen next with this contact?

Those questions sound similar.

However, they lead to different workflows.

A Mailchimp user may create a segment of customers who clicked a product link.

The next step could be a follow-up email or a discount.

A HubSpot user may track a contact who downloaded a guide, opened two emails, visited a pricing page and booked a meeting.

The next step could be a call, a proposal or a reminder for a team member.

Mailchimp is list-led.

HubSpot is CRM-led.

That is why a long checklist of features can make the decision harder rather than easier.

What Is Mailchimp?

Mailchimp is an email marketing and automation platform owned by Intuit.

It helps businesses create campaigns, organise subscribers, build landing pages, publish forms and review results.

A small business can import contacts, choose an email template and begin sending messages without setting up a formal sales process.

Mailchimp offers tools for:

• email campaigns;

• drag-and-drop email design;

• templates;

• sign-up forms;

• audience management;

• tags;

• segments;

• landing pages;

• surveys;

• automated messages;

• A/B testing on selected plans;

• reporting;

• more than 300 integrations.

Mailchimp can help answer questions such as:

• Who opened the last email?

• Which subscribers clicked a product link?

• Which subject line performed best?

• Which customers have not purchased recently?

• Which segment should receive the next offer?

• Did the campaign generate more clicks than the previous email?

Mailchimp often suits:

• publishers;

• bloggers;

• restaurants;

• charities;

• local shops;

• event organisers;

• creators;

• smaller online retailers;

• businesses with shorter buying journeys.

Mailchimp also offers contact management tools.

However, the platform mainly uses contact data to improve marketing messages.

For a closer look at the platform, read our guide to the best Mailchimp alternatives.

What Is HubSpot?

HubSpot is a customer platform built around CRM data.

The CRM stores contact details, activity history, deal stages and follow-up tasks.

HubSpot also sells software for marketing, sales, customer service, content, data management and payments.

The CRM sits at the centre.

When a visitor submits a form, books a meeting or clicks an email, that activity can appear in the same contact record.

HubSpot CRM includes tools for:

• contact management;

• deal tracking;

• task management;

• pipeline management;

• meeting scheduling;

• email tracking;

• shared inboxes;

• live chat;

• forms;

• landing pages;

• dashboards;

• app integrations.

HubSpot Marketing Hub adds tools for email campaigns, lead capture, automation and reporting.

HubSpot can help answer questions such as:

• Which pages did a lead visit before requesting a quote?

• Has anybody followed up the enquiry?

• Which sales stage has the contact reached?

• Which marketing campaign produced the lead?

• Has the prospect booked a meeting?

• Which task should the sales team complete next?

• Which marketing activity contributed to a deal?

Read our full guide to what HubSpot is and how it works.

HubSpot vs Mailchimp for Email Marketing

Mailchimp has the advantage when email marketing is the main job.

It was designed for marketers who want to create campaigns, build segments and automate customer messages.

A Mailchimp user can:

• send newsletters;

• promote products;

• announce events;

• share articles;

• build segments;

• test subject lines;

• schedule campaigns;

• send automated follow-up messages;

• review opens and clicks.

HubSpot also provides email marketing tools.

However, its emails become more useful when they sit inside a longer customer journey.

For example, a HubSpot user could send a guide to a new lead.

The platform could then record whether the contact opened the email, visited a pricing page or booked a meeting.

A salesperson could review the activity before calling.

Which Platform Is Better for Newsletters?

Mailchimp is usually the better choice.

A publisher, shop or local business may only want to send a weekly email and review click data.

That does not require a CRM pipeline.

Mailchimp keeps the process clear.

Which Platform Is Better for Lead Nurturing?

HubSpot often works better for longer lead-nurture campaigns.

A business selling consultancy, training or software may need more than open rates.

The team may need to track meetings, tasks, proposals and deal stages.

HubSpot connects those actions to one contact record.

Verdict: Choose Mailchimp for email-first marketing. Choose HubSpot when email supports a longer sales journey.

HubSpot vs Mailchimp for CRM Features

This is where the platforms move apart.

Mailchimp stores contact data to support audience management and personalised messages.

HubSpot stores contact data to support marketing, sales and customer service.

A Mailchimp contact profile may show:

• email address;

• tags;

• audience membership;

• engagement data;

• purchase activity;

• campaign responses.

A HubSpot contact record may show:

• email address;

• company;

• website visits;

• form submissions;

• email activity;

• meeting history;

• notes;

• tasks;

• calls;

• deal stages;

• sales pipeline activity;

• customer service interactions.

Mailchimp can support a small business that mainly communicates with groups of customers.

HubSpot becomes more useful when staff need to manage individual prospects.

Example: A Local Restaurant

A restaurant may use Mailchimp to:

• send a Friday offer;

• promote a seasonal menu;

• email previous customers;

• advertise an event;

• remind subscribers about bookings.

The restaurant probably does not need a sales pipeline.

Example: A Marketing Agency

An agency may use HubSpot to:

• record a new enquiry;

• track which pages the prospect viewed;

• assign a follow-up task;

• schedule a discovery call;

• store notes;

• send a proposal;

• monitor the deal stage;

• review which campaign produced the lead.

That process needs a CRM.

Verdict: HubSpot wins for CRM features. Mailchimp wins when a sales pipeline would add work without solving a real problem.

HubSpot vs Mailchimp for Marketing Automation

Both platforms offer marketing automation.

However, they automate different types of work.

Mailchimp focuses on customer messages.

Typical Mailchimp Marketing Automation Flows include:

• welcome emails;

• birthday offers;

• abandoned-basket reminders;

• product suggestions;

• post-purchase messages;

• event reminders;

• lapsed-customer emails;

• repeat-purchase offers.

A Mailchimp automation may start after:

• a new signup;

• a purchase;

• an abandoned basket;

• a clicked link;

• a date;

• a tag change.

HubSpot marketing automation can trigger emails and internal tasks.

A HubSpot workflow may:

• send an email;

• update a contact record;

• assign a task;

• notify a team member;

• change a lifecycle stage;

• add a contact to a segment;

• apply a lead score;

• route a contact to the right person;

• begin another workflow.

HubSpot gives teams more ways to manage a longer sales journey.

However, more options create more setup work.

A clear three-email sequence may perform better than a large workflow that nobody checks.

Businesses new to automation should read our guide: What Are Marketing Automation Tools?

Verdict: Mailchimp works well for automated customer emails. HubSpot suits companies that need marketing automation linked to CRM actions.

HubSpot vs Mailchimp for Landing Pages and Forms

Both platforms offer landing pages and forms.

Mailchimp lets users create landing pages for audience growth, product promotions and campaigns.

Its landing-page builder suits businesses that need a simple page connected to an email list.

A Mailchimp landing page may promote:

• a newsletter;

• a product launch;

• an event;

• a download;

• an offer;

• a competition.

HubSpot also offers landing pages and forms.

The difference is what happens after the form submission.

A new HubSpot contact can enter the CRM.

The platform can then send an email, notify a team member or begin a follow-up workflow.

Which Platform Is Better for List Growth?

Mailchimp is a practical choice.

The landing page collects an email address and sends the information into the audience list.

Which Platform Is Better for Lead Qualification?

HubSpot has the advantage.

A form can collect details that help the business assess the enquiry and choose the right follow-up.

Verdict: Mailchimp works well for simple landing pages. HubSpot suits landing pages that feed a sales process.

HubSpot vs Mailchimp for Segmentation

Segmentation helps businesses send more relevant messages.

Mailchimp users can create groups based on audience data and behaviour.

A retailer could create segments for:

• recent customers;

• lapsed customers;

• subscribers who clicked a product link;

• customers who purchased from a product category;

• subscribers who joined during a campaign;

• customers who have not opened recent emails.

HubSpot also supports segmentation.

However, HubSpot can use CRM data, lifecycle stages and activity history.

A business-to-business company could create groups for:

• leads who downloaded a guide;

• prospects who visited a pricing page;

• contacts who attended a webinar;

• decision-makers at target companies;

• contacts with open deals;

• prospects who have not received a follow-up call.

Mailchimp segmentation works well for campaign messages.

HubSpot segmentation works well when marketing and sales teams share contact data.

Verdict: Mailchimp suits campaign segmentation. HubSpot gives teams more control when segments depend on CRM activity.

HubSpot vs Mailchimp for Analytics and Reporting

Mailchimp provides clear reports for email campaigns.

Users can review:

• opens;

• clicks;

• unsubscribes;

• audience growth;

• campaign engagement;

• automation results;

• A/B testing results on selected plans.

This is enough for many smaller businesses.

HubSpot provides a wider view.

Its reporting tools can connect marketing activity to contact records and sales data.

Depending on the plan, HubSpot users can review:

• form submissions;

• lead sources;

• campaign results;

• contact activity;

• deal progress;

• pipeline stages;

• customer journeys;

• revenue attribution.

Mailchimp answers:

Did the email work?

HubSpot can help answer:

Did the marketing activity contribute to a sale?

Verdict: Mailchimp offers clear email reporting. HubSpot provides a wider view of the customer journey.

HubSpot vs Mailchimp Pricing

Pricing changes regularly.

Your final bill may depend on:

• contact numbers;

• marketing contact numbers;

• email send limits;

• user numbers;

• currency;

• tax;

• plan level;

• promotional offers;

• optional add-ons.

Use the live calculators before buying.

HubSpot’s free CRM currently supports up to two users and 1,000 contacts.

Mailchimp’s Free Marketing plan currently includes up to 250 contacts and 500 monthly sends.

Mailchimp also sets a daily sending limit of 250 on the free plan.

The HubSpot Cost Issue to Watch

HubSpot distinguishes between marketing contacts and non-marketing contacts.

Marketing contacts can receive promotional emails and appear in selected marketing activities.

Those contacts count towards paid marketing contact limits.

A growing contact database can increase your monthly bill.

Read our guide to HubSpot marketing contacts before choosing a paid HubSpot plan.

The Mailchimp Cost Issue to Watch

Mailchimp counts subscribed, unsubscribed and non-subscribed contacts towards your contact total.

Mailchimp may apply extra charges when your audience grows beyond the contact limit for your paid tier.

Clean your lists regularly.

Remove contacts you no longer need.

The Pricing Question Most Businesses Miss

Do not ask only:

Which platform is cheaper today?

Ask:

Which platform will we still need in two years?

A small business may start with Mailchimp and add a separate CRM later.

Another company may start with HubSpot but use only a small share of its features.

Pay for the system that matches your daily work.

Which Platform Is Better for Small Businesses?

Mailchimp often suits smaller businesses with shorter buying journeys.

Examples include:

• a shop promoting a seasonal offer;

• a restaurant advertising bookings;

• a venue promoting an event;

• a publisher sending a weekly newsletter;

• a creator sending updates;

• a small retailer launching a new product.

HubSpot often suits businesses with longer buying journeys.

Examples include:

• an agency tracking enquiries;

• a recruiter managing business accounts;

• a training provider sending proposals;

• a software firm arranging demos;

• an accountant following up prospects;

• a consultancy managing repeat work.

The key question is simple:

Does the work end after the email is sent?

When the answer is yes, Mailchimp may be enough.

When the answer is no, HubSpot becomes more useful.

Companies worried about CRM costs should read our guide to HubSpot alternatives for UK small businesses.

Which Platform Is Better for Online Retailers?

Mailchimp often works well for smaller online retailers.

It can support:

• product-launch emails;

• seasonal offers;

• abandoned-basket reminders;

• lapsed-customer emails;

• post-purchase messages;

• repeat-purchase offers;

• product suggestions.

HubSpot may suit retailers selling higher-value products or services.

A company selling £25 home accessories may mainly need email marketing.

A company selling fitted kitchens may need consultation bookings, quotes and follow-up tasks.

Both businesses sell products.

However, the buying journeys are different.

Verdict: Mailchimp is often the better starting point for smaller online retailers. HubSpot suits higher-value purchases that need follow-up.

Which Platform Is Better for B2B Marketing?

HubSpot has the advantage for business-to-business marketing.

A prospect may:

1. read an article;

2. download a guide;

3. join an email list;

4. open several messages;

5. attend a webinar;

6. visit a pricing page;

7. request a demo;

8. receive a proposal;

9. discuss the price;

10. sign a contract weeks later.

HubSpot is designed to track that journey.

Mailchimp can support the communication.

However, it is less focused on tracking the full sales process.

A company selling a £25 product and a business selling a £25,000 contract need different tools.

Verdict: HubSpot is usually better for longer B2B buying journeys.

Can You Use HubSpot and Mailchimp Together?

Yes.

Some businesses use HubSpot as the CRM and Mailchimp for email campaigns.

That setup can work.

However, using both platforms creates another task: keeping contact records accurate.

The business needs to decide:

• which platform stores the main contact record;

• how contact updates move between systems;

• how consent is recorded;

• how unsubscribes are handled;

• who checks the connection;

• what happens when syncing fails.

Using one platform may reduce admin work.

Using both may make sense when a team prefers Mailchimp’s email workflow but needs HubSpot’s CRM.

When Mailchimp Becomes Too Limited

Mailchimp may no longer be enough when:

• valuable contacts sit in spreadsheets;

• several staff contact the same prospect;

• nobody knows who should follow up;

• proposals are tracked through inbox searches;

• reporting stops at opens and clicks;

• the business needs a clear pipeline;

• customer history sits across several tools.

At that point, the company does not simply need better email marketing.

It needs CRM software.

When HubSpot May Be More Than You Need

HubSpot may be too much when:

• you only send a monthly newsletter;

• one person manages the email list;

• most customers buy without speaking to staff;

• you do not need deal stages;

• you do not need sales tasks;

• you do not need lead scoring;

• your budget is limited.

Buying more software does not guarantee better marketing.

A smaller tool may be the better choice when the work is simple.

HubSpot vs Mailchimp: Final Verdict

HubSpot and Mailchimp compete for some of the same customers.

However, they are built for different jobs.

Mailchimp is usually the better option for businesses that want to build an email list, send regular campaigns and automate common customer messages.

HubSpot is usually the better option for companies that want to track enquiries, deals, tasks and customer relationships.

Mailchimp is an email marketing platform with audience tools.

HubSpot is a CRM-led customer platform with email marketing tools.

The decision becomes easier when you stop asking which platform has more features.

Ask whether your business needs an email list or a sales pipeline.

Frequently Asked Questions

Is HubSpot better than Mailchimp?

HubSpot is better for businesses that need CRM records, pipeline stages and team follow-up.

Mailchimp is often better for email marketing, promotions and automated customer messages.

Is Mailchimp cheaper than HubSpot?

Mailchimp is usually cheaper for straightforward email marketing.

HubSpot may offer better value when a business needs CRM tools, automation and sales tracking in one platform.

Is Mailchimp a CRM?

Mailchimp includes audience management and contact profile tools.

Users can store contact details, build segments and send targeted emails.

However, Mailchimp is less focused on deals, sales pipelines and internal tasks than HubSpot.

Is HubSpot free?

Yes.

HubSpot’s official CRM page currently states that its free CRM supports up to two users and 1,000 contacts.

Does Mailchimp have a free plan?

Yes.

Mailchimp’s Free Marketing plan currently includes up to 250 contacts and 500 monthly sends.

It also has a daily send limit of 250.

Can HubSpot replace Mailchimp?

Yes.

HubSpot includes email marketing, CRM tools, landing pages and automation.

However, businesses focused mainly on subscriber emails may find Mailchimp easier to use.

Can Mailchimp replace HubSpot?

Mailchimp can replace HubSpot for email marketing and basic audience management.

It is less suitable when a company needs pipelines, proposals and internal follow-up tasks.

Can HubSpot and Mailchimp work together?

Yes.

Some businesses use HubSpot CRM and Mailchimp for email campaigns.

However, the connection needs clear rules for contact syncing, consent records and unsubscribes.

Which platform is better for landing pages?

Mailchimp is a practical choice for simple landing pages used to collect subscribers.

HubSpot offers more value when landing pages feed CRM records and internal workflows.

Which platform has better analytics?

Mailchimp offers clear email campaign reports.

HubSpot provides a wider set of reports that can connect marketing activity with CRM and sales data.

Author Bio

Will Corry is the publisher of The Marketing Blog.

He has more than 30 years of publishing experience and has managed over 40 trade publications.

He writes about CRM systems, email marketing platforms, digital strategy and the commercial decisions behind marketing software.

Sources and Further Reading

• HubSpot Free CRM

• HubSpot Marketing Hub Pricing

• HubSpot Marketing Automation

• HubSpot Landing Pages

• HubSpot Forms

• Mailchimp Features

• Mailchimp Pricing

• Mailchimp Pricing Plan Guide

• Mailchimp Marketing Automation Flows

• Mailchimp Landing Pages