If you were watching the Super Bowl last night you may have seen Squarespace’s Super Bowl ad. This commercial featured actor Jeff Bridges lulling a couple in bed to sleep by chanting. In case you missed it, here is the commercial.
The 30 second long commercial is very clever as it peaks your interest by presenting a weird scenario with a well-known actor. It then provides you with a link to website, DreamingWithJeff.com, that will answer the question of “What is this about?”.
This is a great example of holistic marketing, offline and online working together. Driving users from T.V. to a website. Squarespace used a custom domain for this campaign, one that is very easy to remember. Of course, after the commercial aired search and social media trends picked up for the ad, Jeff Bridges, and Squarespace. Here is the Google Trends screenshot.
Squarespace did a great job with their digital marketing efforts when the Super Bowl ad aired. They had paid ads in Google that appeared for queries around their Super Bowl ad. They also had their social media profiles branded and updated with content related to the Super Bowl commercial. Paid ads on Twitter were also utilized.
Paid Ads in Google
Website showed up first in organic search results.
Squarespace had relevant information appearing in their Google + Knowledge Graph result. This Knowledge Graph result appeared for Squarespace’s branded searches.
All social profiles were branded and multiple posts related to the Super Bowl ad were published.
Paid ads utilized on Twitter.
There are a few things Squarespace should have done to further benefit from their Super Bowl ad campaign. Here is a breakdown.
- Add social sharing buttons to Dreamingwithjeff.com to encourage and make it easy for users to share the content.
- Add social connect buttons to help users easily follow Squarespace on their various social profiles.
- Update their Google + profile on February 1st as the post appearing in the Google + Knowledge Graph was from January 28th. A timely post could have increased engagement.
- Build a dedicated page on Dreamingwithjeff.com for the Super Bowl ad video. This would allow users to easily access this content when they searched on Google. Currently the Super Bowl ad video lives below the fold on Dreamingwithjeff.com.
- Customize their paid search ads in Google to include messaging related to the Super Bowl ad. While the ads show up for queries related to their Super Bowl ad, they do not have strong titles and descriptions that are targeted to the query.
So, an all around great job by Squarespace demonstrating a holistic marketing approach. They ensured that the viewers of the their Super Bowl commercial would be able to continue the discovery journey by visiting a custom website, find them in Google and on Social Media. They employed both paid and non-paid tactics. This is definitely the approach every company should take with their marketing.