Squarespace has today announced its first-ever Australian-specific campaign, “Make a Name for Yourself” aiming to inspire, encourage and celebrate local entrepreneurship. The campaign speaks to the unique Australian phenomenon of giving and receiving nicknames.
The “Make A Name For Yourself” campaign consists of two spots. Each narrative follows the personal journey of a protagonist and the nicknames they receive throughout their life. The resolution is how the protagonist has been able to launch a business online with Squarespace and not just take a name, but make a name for themselves.
“At Squarespace, we empower entrepreneurs to pursue their passions no matter where they are on their journey,” said Squarespace’s CMO Kinjil Mathur. “The idea of tapping into the way Australians receive nicknames felt like an inspiring way to showcase the possibilities of launching a business online that is genuinely yours.”
Research shows that e-commerce growth in Australia has accelerated as a result of the pandemic with more businesses than ever opting for an online presence, and in March 2021 alone, there was a 42 per cent YoY growth in online shopping orders. The campaign aims to encourage entrepreneurs to take inspiration from their personal experiences and turn their ideas into a beautiful online business that is reflective of who they are.
The campaign was spearheaded by Director, Sam Hibbard in collaboration with LA production company, Somesuch, and Australian Service Company FINCH. The spots were produced locally in and around Sydney. Director Sam Hibbard said, “The cultural knack for nicknaming everything is something that is so profoundly Australian. I love every one of our protagonists and how their nicknames growing up can inspire a business idea.”
The campaign will run on TV, radio, online video, and social starting today.
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