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Why Squarespace continues to invest heavily in tentpole TV events

If you’re passionate about something, tell the world about it by creating a website – it’s easy.

This is the message that Squarespace has been trying to communicate during the year’s biggest tentpole events. The company has already run major campaigns during the Golden Globes and Super Bowl and will continue the trend this Monday for The GRAMMYs (they’re also planning to advertise during the Oscars).

For the GRAMMYs campaign, Squarespace has partnered with Leon Bridges, a nominee for Best R&B Album; Bridges also happens to be a Squarespace customer. Whereas the company went for an inspirational tone with its Golden Globes campaign and a more lighthearted one with its Super Bowl one, the Leon Bridges campaign - developed by creative agency Preacher - is a mix of both.

“Leon is the perfect encapsulation of our brand values,” David Lee, chief creative officer at Squarespace, told Found Remote. “He’s got a sound that is timeless yet modern. His music cuts through the noise you hear today, and he has a compelling story that deserves to be told on the biggest stage. His Squarespace allows him to share his story, and we hope it inspires others.”

As an ROI-focused, digital-first brand, it is surprising that Squarespace continues to invest heavily in linear TV ads – especially during times when the ads cost the most.

Lee, however, contends that “[t]here aren’t many moments left that can guarantee millions of people are watching. Live events such as the GRAMMYs not only provides us a tentpole moment with built-in viewership, but it also gives us an opportunity to tailor a story to a specific audience we want to get our brand in front of.”

Squarespace also understands that linear TV advertising is only a small (albeit powerful) part of telling a complete brand story. That’s what websites are for. It’s also what YouTube, Facebook, and Twitter are for. The brand intends to use the GRAMMYs as a launching pad, but will continue to leverage the content throughout the year, and do so across platforms.

“We’re not looking at this as a singular TV spot, but more as a story that generates content across all channels,” said Lee. “We incorporate digital and social elements before, during, and after an event. This includes all the usual suspects, but also includes integrations in a number of physical events we sponsor throughout the year. The campaign was directed and shot by Danny Clinch which means that there’s plenty of exceptional work that will make its way to different channels. We’ll also be launching something special on Leon Bridges’ Squarespace site in the near future that you won’t want to miss.”