Make Your Next Move - John Malkovich
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| basics | |
| Industry: | Internet sites & Services |
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| Media: | Cyber |
| Market: | United States |
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| CampaignDescription 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. 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. Synopsis Squarespace is an all-in-one web publishing platform that exists to help entrepreneurs put their ideas out into the world. Squarespace democratizes access to a professional web presence, so anyone can turn an idea into a respected, legitimate endeavor. To live this purpose, at the start of a brand new year we re-imagined our marketing model entirely. Instead of paying for fleeting ad campaigns, we set out to create mutually beneficial partnerships with influential entrepreneurs that would generate ongoing value. By launching real new businesses on the Squarespace web platform. Strategy To launch the ‘Make Your Next Move’ initiative, Squarespace partnered with John Malkovich to tell his inspiring true-to-life story of making his next move at 63, from Actor to Fashion Designer. And then to launch his new menswear business on Squarespace - John Malkovich.com. The initiative was not an ad campaign but a mutually beneficial partnership that would promote John’s new business and seamlessly prove the power of the Squarespace web platform. Instead of traditional celebrity talent fees for an ad campaign, John received an integrated campaign promoting his new business on Squarespace. Achieving scale for Squarespace and John far beyond a traditional media buy. Then John’s online store a became a web template for other entrepreneurs to use and start their own venture on Squarespace. 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. |
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| Other credit: | Entrant Company: SQUARESPACE, New York, USA Advertising Agency: JOHN X HANNES NEW YORK, USA Media Agency: SQUARESPACE, New York, USA PR Agency: SQUARESPACE, New York, USA Additional Company: NO6 , New York, USA Additional Company: NO7, New York, USA Additional Company: FORMOSA GROUP, Los Angeles, USA Director of Brand Marketing, Amory Wooden, Squarespace Marketing Manager, Farah Sheikh, Squarespace Marketing Manager, Natasha Ivankovitser, Squarespace Chief Executive Officer, Anthony Casalena, Squarespace Design Lead, Donovan Mafnas, Squarespace Executive Producer, Kristine Ling, JohnXHannes Head of Client Management, Verena Zannantoni, JohnXHannes Audio Post Mixer, John Bolen, Formosa Audio Post Mixer, Steve Rosen, SONIC UNION Executive Producers, Allison Kuzman, Patrick Milling-Smith, Brian Carmody, SMUGGLER VFX, Verdi Sevenhuysen, NO7 US Line Producer, Alex Orlovsky, SMUGGLER Colorist, Tom Poole, ArtJail VFX, Steve Mottershead, ArtJail |
| awards | |
 | D&AD 2018 Wood Pencil Digital Marketing Integrated Digital Campaigns |
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 | The One Show 2018 Merit Direct Marketing Innovation in Direct |
| The One Show 2018 Merit Social Influencer Marketing Influencer Marketing / Multi-Channel |
 | Cannes Lions International Festival of Creativity 2017 Shortlist Cyber Web Service / Apps |
| Cannes Lions International Festival of Creativity 2017 Shortlist Entertainment Excellence in Partnerships with a Talent |
| Cannes Lions International Festival of Creativity 2017 Shortlist Integrated Integrated |
| Cannes Lions International Festival of Creativity 2017 Shortlist Promo & Activation Use of Digital Platforms |
| Cannes Lions International Festival of Creativity 2017 Shortlist Promo & Activation Sponsorship & Partnership |
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