WordPress.com: Small Businesses by Quirk Creative

WordPress has launched a new digital ad campaign featuring a series of video vignettes about small businesses across the country. Created and produced by New York-based agency, Quirk Creative, the new spots spotlight “real people, and real businesses” according to chief marketing officer Chris Taylor, “with an emphasis on authenticity” central to the brand’s positioning.

The new WordPress campaign was built to include dozens of iterations of the spots designed to be tested in-market, utilizing a 'launch and iterate' approach, rather than putting all the campaign's marketing eggs in one basket. According to Quirk Creative Director Gaelan Connell, the agency delivered six versions of the spot with 60-, 30-, 15- and 6-second variations of each of these versions, along with multiple-end card tests.

Within the same budget parameters of most brand’s single commercial production, the entire WordPress campaign was shot by a lean crew in a single week across four different states and the agency.