SquareSpace
Making it with SquareSpace
Get would-be entrepreneurs to take the first step in starting a buisness by resurrecting a cult classic TV show.
The Situation.
Ask.
Starting a business is hard. How do we convince first time entrepreneurs that SquareSpace can help them succeed, even if they don't have it all figured out yet?
Background.
In 2010, a cult-favorite HBO series called "How to Make it in America" debuted. The show focused on the lives of two 20-somethings trying to build a streetwear brand and make it in the New York fashion scene. The show was abruptly cancelled after 16 episodes.
Insight.
The Squarespace brand and the show both embody an entrepreneurial spirit and a D.I.Y mentality. They echo the same sentiment in that if you have a buisness idea and the courage to take the leap you can be successful.
Idea.
As a gesture to small business owners and those who MAKE IT on their own terms, we’ll partner with HBO to revive the show for an exclusive last season. Only we’ll do it by integrating business owners that make SquareSpace sites into the production and making of the new season. Showing entrepreneurs that we’re here to help them make it too.
This is Dominique.
She makes clothes.
She made a SquareSpace website for her business.
Now she designs and styles for the new season of How to make it in America.
The Execution.
-
Social.
Budding entrepreneurs will be invited to join a Clubhouse chat room with the two stars of the show Bryan Greenberg & Victor Rasuk. They’ll reprise their roles as Ben and Cam and mediate live panel discussions with successful creative entrepreneurs like Ronnie Fieg of Kith and Joe Freshgoods.
-
Activation
We’ll launch the new season with a NYFW event that promotes the show’s fictional clothing brand. The first episode will see Ben & Cam reunite after a decade and as they are reminiscing about their old dream they will realize that with SpaceSpace site making it nowadays is much easier than it was in the past.
-
OOH
In 2010, Japanese Denim was harder to come by and the show portrayed it as this coveted material. So we’ll create interactive OOH campiagn using denim jeans.
Each pair will have a QR code on them that people can scan to unlock a new trailer and a trivia question. Answer the question right and fans will get a promo code for an extended free trial of SquareSpace. Because we understand the process of “making it” takes a little longer.
