Select Accolades

2022

WINNER: Webby’s | Social Entertainment | John McEnroe: From Tennis Legend to Voice Legend (Squarespace x Netflix)

2021

NOMINEE: Webby’s | Best Overall Social Presence – Brand | Squarespace Social Presence

NOMINEE: Shorty Awards | Branded Series | MSG Uncovered Presented by Squarespace

2020

WINNER: Webby’s | People’s Voice / Integrated Campaign | Oscar the Grouch (Squarespace x Sesame Street)

NOMINEE: Webby’s | Best Website | Squarespace: Makers & Dreamers

Select Campaigns

Google: New Ways to Search | 72&Sunny (2023)

The Challenge

Gen Z grew up taking Google Search for granted – preferring to turn to other sources for their online search needs. Meanwhile, they weren’t aware of all the new, innovative ways the Google app could come in handy: from visual and text multi-searches to image identification to translation. With Gen Z’s online search behaviors changing, we needed to quickly adapt and evolve their mental models around what Google Search encompasses.

The Idea

We identified key moments on the cultural calendar to activate against (like the Barbie premiere and NFL season kickoff) as well as Gen Z affinities and use cases that paired nicely back to Google app features (such as food, fashion, travel, and plants). Tapping voices Gen Z trusts most – from comedians to pro athletes to cultural tastemakers – these creators and celebrities uniquely demonstrated how the app fit seamlessly into their lives.

The Results

The campaign’s primary KPI was exceeded by 33%. But on a larger level, Google made a cultural wave. Helped by the likes of an innovative (and very pink) Barbie spot that racked up millions of views in its first 24 hours as well as pro WNBA and NFL players posting organic Google content to their legions of fans, social mentions of the app surged 104% during the campaign flight – and overall brand mentions also beat benchmarks by 11%.

Sally’s Seashells: Super Bowl LVI | Squarespace x Zendaya (2022)

For our eighth Super Bowl spot, Squarespace partnered with real-life SQSP customer, fashion icon, and Euphoria and Spider-Man sensation Zendaya – alongside Outkast legend André 3000 and award-winning director Edgar Wright – to bring a classic tongue-twister to life.

• Amassed 10M+ organic views across owned social channels of the :30 Super Bowl spot – and garnered an overall owned social engagement rate of 40% for the Sally’s Seashells campaign.

• Garnered 330% increase in brand social listening volume compared to 2021 Super Bowl campaign, supported by a four-part, phased social rollout and extensive community management efforts pre-game, during the game, and post-game.

• Creative briefing process for social-first assets across 10x SQSP channels and the MAKING IT blog; copy, caption, asset finalization for 100+ posts.

• Multiple rounds of in-depth reporting since campaign launch, including pre-game buzz; a game day wrap; a one-week lookback.

“Everything to Sell Anything” Global Product Campaign | Squarespace (2021)

Spearheaded Content Marketing’s mandate to support Squarespace’s large-scale global repositioning effort: Everything to Sell Anything. From products to time to content to your very own story, Squarespace has the tools to sell everything – and last fall, we launched a massive effort to let prospective and current customers know about it.

• Aligned multiple MAKING IT blog editorial “hub and spoke” pieces to key product initiatives highlighted in the product event – including newly-released Video Studio, multiple Unfold offerings, as well as Squarespace Scheduling.

• Published 250+ social posts across 10x channels as part of multi-pronged rollout strategy straddling Q3/Q4 2021: announcement/launch of the global repositioning campaign; multiple product spotlights; evergreen messaging. Assets included product walkthroughs and animated product-centric GIFs, sizzle reels, customer testimonials, press hits, Brand Ambassador content, and more.

• Spearheaded bespoke/localized content around international extensions of the campaign in Australia and the UK; coordinated efforts around creation of multiple product “sizzle reel” videos for publication across owned social channels and embeds in blog articles and email sends.

• Multiple rounds of in-depth Content Marketing performance recaps – one week, four weeks, two months following the announcement of Everything to Sell Anything.

Next Generation: SQSP Brand Ambassador Briana King | Squarespace (2021)

Via our long-running Next Gen content series, shone a spotlight on multi-hyphenate extraordinaire Briana King: queer professional skater, community activist, model, actress – and one of our exclusive Squarespace brand ambassadors. Next Gen – a multi-content mix of longform and shortform video, editorial interviews/Q+As, custom social content, and original photography – seeks to tell a story around how up-and-coming tastemakers are using the Squarespace platform to achieve entrepreneurial success and support unique communities.

• Concept pitching to talent; negotiating deliverables; art direction and storyboarding; copy and asset development; social rollout development.

• Aligning of creative and social efforts with cross-functional partners on the Partnerships, Editorial, CRM, Paid Social, YouTube teams.

• Launched SQSP’s first Instagram collaborative post as part of this series, reaping the benefits of Briana’s highly-engaged social audience.

• Evaluation against 4x prior Next Gen activations – using learnings to inform Q122’s effort featuring food and lifestyle entrepreneur Ana Hito.

From Tennis Legend to Voice Legend: John McEnroe | Squarespace x Netflix (2021)

Alongside Netflix, Squarespace transformed tennis legend John McEnroe into a (legitimate) voiceover superstar. After so much success narrating Netflix’s hit show Never Have I Ever, wasn’t it only a matter of time until Johnny Mac tackled more voiceover projects?

• Launch of John McEnroe’s Twitter handle in alignment with campaign rollout – from verification to copy/voice/tone development to campaign cross-promotion between Squarespace, Netflix, and additional celebrity talent.

• 125+ unique campaign-related, owned Squarespace social posts across 10x channels – coordinating and aligning with Netflix social partners and social teams, including those for Netflix, Netflix is a Joke, Never Have I Ever, Bridgerton, Waffles + Mochi, and more.

• Alignment of campaign initiatives with additional key moments throughout the Summer of 2021, including the 2021 U.S. Open.

• In-depth reporting of campaign success – including social engagement metrics, McEnroe Twitter launch metrics, social listening and community conversation, drives to frontsite, plus comparisons to other, recent large-scale SQSP campaigns.

5 to 9: Super Bowl LV | Squarespace x Dolly Parton (2021)

Squarespace’s seventh Super Bowl campaign was defined by a once-in-a-lifetime opportunity: the chance to partner with the legendary Dolly Parton. Flipping Dolly’s iconic song from “9 to 5” to “5 to 9,” we created a modern rallying cry for every crazy dreamer working to turn an after-hours project or passion into their own business. Despite the twists and turns that a production during COVID wrought, Oscar-winning director Damien Chazelle brought his signature magic to the shoot. All the pieces resulted in Squarespace’s biggest Super Bowl moment on social to date – with 10M+ earned impressions, 1.5M+ earned social mentions, as well as highs in terms of brand sentiment and follower growth.

• Creative briefing process for social-first assets across 10x SQSP channels.

• Copy development and rollout plan for 150+ cumulative #5to9 social posts; cross-collaboration with Communications, Blog/Editorial, YouTube, Mixed Media to leverage content across social channels, in addition to campaign creative.

• Curation and creative/copy development of earned posts from Dolly Parton’s social accounts, partnering closely with her team/agent to execute against.

• Managing extensive copy approvals process with 20th Century Fox studios.

• Comprehensive social listening deep dive into Dolly’s social follower base, social engagement, sentiment and key topic clusters.

• Leading night-of community management across Twitter, Instagram, Stories, Facebook, fielding 20K+ real-time mentions.

• Multiple rounds of in-depth reporting, including pre-game buzz; a game day wrap; a one-week lookback; as well as a one-month recap.

Feature Films | Squarespace (2020)

In preparation for the holiday season, the Content Marketing and Product Marketing teams partnered closely to revamp the Selling on Squarespace microsite (first launched and created in 2018) – including infusing the site with new educational and customer-centric content. Enter: Feature Films. As part of the overall effort, I developed an idea for short, informational videos highlighting key e-commerce features for the holiday season through the lens of SQSP e-commerce customers. Content planning for the holiday season began during Q3, with the campaign running through Q4. The audience for this content was largely merchants – especially existing e-commerce users on Squarespace who might not have been aware of the full array of offerings we have in the pipeline. However, prospective customers were also targets for the content.

• Cross-functional development of project pitch/concept development + creative brief.

• Customer scouting for 6x different topics; creation of customer outreach/management tracker.

• Arranging cross-functional usage and workstreams: cross-platform social rollout; embedding videos on the Selling on SQSP microsite; use in targeted pre-holiday commerce CRM sends; dedicated customer features on the MAKING IT blog.

• Pre-campaign KPI development and post-campaign deep dive analytics.

Self Made: Supporting Black Entrepreneurship | Squarespace (2020)

In the fall of 2020, Squarespace was proud to roll out a social-first series aimed at supporting Black entrepreneurship – in partnership with the Creative Collective NYC. After conducting an extensive round of market research to determine topics most important and helpful for aspiring entrepreneurs in the community, we narrowed down the topic set to four key areas – and tapped four standout SQSP customers to educate and lead the way in these remotely-produced pieces. Cam Kirk for brand building; Bianca Jeanty for networking; Whitney Headen on strategy; Sarah Kunst on funding. In addition to the creation of several animated, video and static assets, an extensive, custom content hub – with supplementary MAKING IT blog editorial content – was created to drive Self Made forward. The social-first campaign was supported by Editorial, YouTube, Strategic Marketing Partnerships and Paid Media.

• Cross-functional development of project pitch/concept development + creative brief.

• Collaboration on partnership proposal + communication.

• Talent scouting across 4x verticals; creation of customer outreach/management tracker.

• Pre-campaign KPI development and post-campaign deep dive analytics.

Class in Session | Squarespace (2020)

With lockdowns affecting the country and the world, we turned to a handful of the most creative Squarespace customers around for a new social franchise called Class in Session: tapping these creators for short-and-sweet lessons in cooking, lettering, movement and dance, as well as realizing the power of intention. Not only did these outperform the majority of past IGTV videos, but ended up being some of our strongest video posts across all social channels by the time 2020 wrapped. “Season 2” is currently in development, with more to come in late 2021, as well.

• Concept development + project management.

• Talent scouting, outreach, relationship management.

• Pre-campaign KPI development and post-campaign deep dive analytics.

• Development of “Class in Session: Season 2” for early 2021.

Creative Origins: Black History Month 2020 | Squarespace (2020)

In celebration of Black History Month 2020, traced the identities, origins and careers of three up-and-coming Black creatives and Squarespace customers: social media editor and content creator Peyton Dix, art director Nick Fulcher and product designer Judd Smith. Via a longform video, blog features and a series of quotes, the trio discussed crossing cultural barriers and bringing together the past, present and future. Additionally, we supplemented the series with a month-long employee-centric campaign that showcased Black at Squarespace ERG members.

• Stakeholder management: Marketing, Creative, Comms, Diversity & Inclusion, BASS (Black at Squarespace) Employee Resource Group

• Concept development + project management

• Talent scouting, outreach, relationship management

• Internal and external deployment

• Pre-campaign KPI development and post-campaign deep dive analytics

Makers & Dreamers | Squarespace (2019)

Highlighted six innovative Squarespace customers who experienced a groundbreaking 2019: art critic, curator and author Antwaun Sargent; cutting-edge menswear designers Abdul Abasi and Greg Rosborough of Abasi Rosborough; professional tennis player Noah Rubin, who founded mental health initiative Behind the Racquet; and restaurateurs Moonlynn Tsai and Kyo Pang of Kopitiam, a gem of a restaurant located in New York’s Lower East Side.

• Concept development + project management

• Talent scouting, outreach, relationship management

• Cross-channel (organic/paid social, blog, video, CRM, print) strategy + collaboration

• Production support

• Extensive reporting

Stand Proud: Pride 2019 | Squarespace (2019)

Celebrated the queer community by enlisting photographer and Squarespace customer Ryan Pfluger to shoot portraits of six fellow LGBTQIA+ influencers and SQSP users. These visual explorations were accompanied by in-depth interviews on a custom-built microsite, and the project culminated with a community photo shoot conducted by Ryan held at Squarespace’s NYC HQ.

A tie-in Pride installation across all three corporate offices, as well as multiple other queer customer features, rounded out the #StandProud campaign. The deep commitment to storytelling made it one of Squarespace’s most successful cultural campaigns in the brand’s 15-year history.

• Concept development

• Influencer scouting, outreach, negotiations + relationship management

• Editorial channel + social strategy

• Event planning, execution + coverage

• Cross-channel copywriting

• Extensive reporting

Roger Federer x UNIQLO | UNIQLO USA (2018)

With news of tennis champion and sports icon Roger Federer leaving Nike after 24 years to join forces as a UNIQLO Global Brand Ambassador, the moment to celebrate on social was ripe. With a series of hero rollout videos, press announcements and custom-made static images – as well as a slew of repostable and retweetable content from Roger himself – a robust, cross-channel plan was developed.

• Collaboration with Global Innovation Center on video development, execution methods, messaging and strategy

• Development of cross-channel social rollout for UNIQLO USA channels, partnering closely with Public Relations and with social colleagues from international offices

• Comprehensive social listening deep dive into Federer’s social follower base, social engagement, sentiment and key topic clusters

Make It In America | Brooks Brothers (2016-2017)

With more clothing production moving overseas, the need for strong messaging around Brooks Brothers' robust efforts to craft products in the USA emerged. Thus, the brand’s first social-driven marketing campaign, #MakeItInAmerica, was brought to life – highlighting the company's three owned-and-operated manufacturing facilities in NYC, Massachusetts and North Carolina. Social took the lead in driving fans and followers to videos, landing pages and product grids developed specially for the marketing push. Email, paid channels, print, in-store and OOH promotion followed, making this a fully-realized omni-channel effort.

• Concept development

• Original content creation

• Domestic + international editorial strategy

• Cross-channel project management

• Influencer scouting, outreach, negotiations + relationship management

• KPI development + extensive reporting