Make Your Next Move - John Malkovich|海报/平面|广告营销案例【ADGuider广告指南】

下一步行动 -- 约翰 · 马尔科维奇

案例简介：活动描述 Squarespace 的存在是为了帮助企业家。所以我们没有做关于自己的广告，我们推出了业务。约翰 · 马尔科维奇正在从演员到时装设计师的生活中迈出下一步。我们没有为转瞬即逝的广告活动付钱给名人，而是与约翰 · 马尔科维奇合作，在 Squarespace 上推出他的新业务。在一个全新的新年开始时，我们开始激励人们，并提供一个平台来让一个新的冒险成功。推出 “下一步行动”，这是一个企业家追求激情的平台。结果 -你的下一步行动是 Squarespace 公司历史上最成功的举措。-从一开始的合作中，该平台推出了 100,000 多项新业务。-获得 31.5亿媒体印象。-收入媒体 5040万，全球 366 家出版物报道。-12 年来大部分流量都流向 Squarespace.com。-产生史上最大收入的一个月。-超级碗公司历史上最大的收入日，直到第二天再次打破记录。-约翰 · 马尔科维奇卖掉了他的秋冬系列。概要 Squarespace 是一个多功能一体的网络发布平台，旨在帮助企业家将他们的想法推向世界。Squarespace 使对专业网络的访问民主化，这样任何人都可以将一个想法变成一个受人尊敬的合法努力。为了实现这一目标，在新的一年开始时，我们完全重新想象了我们的营销模式。我们不再为短暂的广告活动付费，而是开始与有影响力的企业家建立互利的伙伴关系，从而产生持续的价值。通过在 Squarespace 网络平台上推出真正的新业务。战略为了启动 “让你的下一个动作” 计划，Squarespace 与约翰 · 马尔科维奇合作，讲述了他 63 岁时从演员到时装设计师的下一个动作的鼓舞人心的真实故事。然后在 Squarespace-John Malkovich.com 推出他的新男装业务。这项倡议不是一场广告活动，而是一种互利的伙伴关系，它将促进约翰的新业务，并无缝地证明 squarasespace 网络平台的力量。约翰没有为广告活动支付传统的名人才艺费，而是接受了一场在 Squarespace 上推广他新业务的综合运动。Squarespace 和 John 的规模远远超出了传统媒体的购买。然后，约翰的在线商店 a 成为了其他企业家使用的网络模板，并在 Squarespace 上开始了他们自己的冒险。。执行《让你的下一个动作》于 1月1日推出，伴随着《约翰的旅程》电影，在线全球上映。约翰 · 马尔科维奇在巴黎从演员到时装设计师的下一步行动的真实电影肖像。这启动了约翰的新在线业务 -- 约翰 · 马尔科沃奇.Com 和约翰接受了一个整合的活动、电视、在线电影、社交、公关、社论、户外、播客和更多的人开车去约翰 · 马尔科维希 com。定制内容跨所有平台定制，从 3 分钟视频点播投放、 30 秒电视广告，到超针对性社交。为了在标志性的时尚编辑世界中赢得媒体，并让约翰成为一名设计师。然后，两个超级碗广告放大了世界上最大的舞台上的伙伴关系。同时向 1.3亿人宣传 “让你的下一步行动” 和 JohnMalkovich.com。我们与所有行业的影响者建立了更多的合作伙伴关系。自定义网站和约翰的网站一起成为了新企业家使用的模板。激励数百万人，给他们追求梦想的平台。

下一步行动 -- 约翰 · 马尔科维奇

案例简介：CampaignDescription Squarespace exists to help entrepreneurs. So we didn’t make ads about ourselves, we launched businesses. John Malkovich is making his next move in life from Actor to Fashion Designer. Instead of paying a celebrity for a fleeting ad campaign, we partnered with John Malkovich to launch his new business on Squarespace. At the start of a brand new year we set out to inspire people and provide the platform to make a new venture a success. Launching ‘Make Your Next Move,’ a platform for entrepreneurs to pursue their passions. Outcome - Your Next Move is the most successful initiative in Squarespace’s company history. - From one initial partnership, the platform launched over 100,000 new businesses. - Earning 3.15 billion media impressions. -50.4 million in earned media, covered by 366 publications globally.- Most traffic to Squarespace.com in 12 years. - Generating the biggest revenue month in Squarespace’s history. - Super Bowl biggest revenue day in company history until the record was broken again the following day.- John Malkovich sold out his Fall and Winter collection. Synopsis Squarespace is an all-in-one web publishing platform that exists to help entrepreneurs put their ideas out into the world. Squarespace democratizes access to a professional web presence, so anyone can turn an idea into a respected, legitimate endeavor. To live this purpose, at the start of a brand new year we re-imagined our marketing model entirely. Instead of paying for fleeting ad campaigns, we set out to create mutually beneficial partnerships with influential entrepreneurs that would generate ongoing value. By launching real new businesses on the Squarespace web platform. Strategy To launch the ‘Make Your Next Move’ initiative, Squarespace partnered with John Malkovich to tell his inspiring true-to-life story of making his next move at 63, from Actor to Fashion Designer. And then to launch his new menswear business on Squarespace - John Malkovich.com. The initiative was not an ad campaign but a mutually beneficial partnership that would promote John’s new business and seamlessly prove the power of the Squarespace web platform. Instead of traditional celebrity talent fees for an ad campaign, John received an integrated campaign promoting his new business on Squarespace. Achieving scale for Squarespace and John far beyond a traditional media buy. Then John’s online store a became a web template for other entrepreneurs to use and start their own venture on Squarespace. Execution ‘Make Your Next Move’ launched on January 1st with the ‘John’s Journey’ film, breaking globally online. The true-to-life cinematic portrait of John Malkovich making his next move from Actor to Fashion Designer in Paris. This launched John’s new online business - JohnMalkovoch.com and John received an integrated campaign, TV, Online Films, Social, PR, Editorial, OOH, Podcasts and more driving people to John Malkovich.com. Bespoke content was tailored across all platforms, from 3 minute video on demand placements, 30 second TV commercials, to hyper targeted social. Created to earn media in the iconic fashion editorial world and establish John as a designer. Then, two Super Bowl commercials amplified the partnership on the world’s biggest stage. Simultaneously promoting ‘Make Your Next Move’ and JohnMalkovich.com to 130 million people. We expanded with more partnerships with influencers in all industries. Custom sites, along with John’s, became templates for new entrepreneurs to use. Inspiring millions and giving them the platform to pursue their dreams.