Cannes Lions
SQUARESPACE, New York / SQUARESPACE / 2017
Awards:
Overview
Entries
Credits
Description
Squarespace exists to help entrepreneurs. So we didn’t make ads about ourselves, we launched businesses. John Malkovich is making his next move in life from Actor to Fashion Designer. Instead of paying a celebrity for a fleeting ad campaign, we partnered with John Malkovich to launch his new business on Squarespace. At the start of a brand new year we set out to inspire people and provide the platform to make a new venture a success. Launching ‘Make Your Next Move,’ a platform for entrepreneurs to pursue their passions.
Execution
‘Make Your Next Move’ launched on January 1st with the ‘John’s Journey’ film, breaking globally online. The true-to-life cinematic portrait of John Malkovich making his next move from Actor to Fashion Designer in Paris. This launched John’s new online business - JohnMalkovoch.com and John received an integrated campaign, TV, Online Films, Social, PR, Editorial, OOH, Podcasts and more driving people to John Malkovich.com. Bespoke content was tailored across all platforms, from 3 minute video on demand placements, 30 second TV commercials, to hyper targeted social. Created to earn media in the iconic fashion editorial world and establish John as a designer. Then, two Super Bowl commercials amplified the partnership on the world’s biggest stage. Simultaneously promoting ‘Make Your Next Move’ and JohnMalkovich.com to 130 million people. We expanded with more partnerships with influencers in all industries. Custom sites, along with John’s, became templates for new entrepreneurs to use. Inspiring millions and giving them the platform to pursue their dreams.
Outcome
- Your Next Move is the most successful initiative in Squarespace’s company history.
- From one initial partnership, the platform launched over 100,000 new businesses.
- Earning 3.15 billion media impressions.
- 50.4 million in earned media, covered by 366 publications globally.
- Most traffic to Squarespace.com in 12 years.
- Generating the biggest revenue month in Squarespace’s history.
- Super Bowl biggest revenue day in company history until the record was broken again the following day.
- John Malkovich sold out his Fall and Winter collection.
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