Square tasked us to develop an influencer campaign that would raise awareness of the Square brand and drive prospect web traffic to their website. The B2B campaign needed to focus on an SMB audience with a particular focus on the beauty and retail verticals and the benefits of using Square.
THE SOLUTION - #Squarebyit
Across the UK, many businesses faced a difficult year. People were forced to adapt, find creative solutions or take the leap of faith to set up their own business. What’s more, these challenges led to an increase in local support with many consumers feeling it was their duty to help small businesses in their community. With this in mind, we brought the brand story to life by using local journalistic talent to lend their influence and uncover the stories of small local businesses who had navigated the tough times with passion, unwavering ambition and of course the help of Square’s tools and services.
Introducing #SquareByIt: a campaign created to showcase Square’s passion for championing unique and individual sellers and their journey to success. Alongside relevant tips and tricks from the sellers, the campaign focussed on the different Square tools and products our sellers have come to swear by.
bringing the campaign to life
Our goal was to develop a clear and compelling campaign that would raise awareness of the Square brand and cement it as having the go-to tools for small businesses. We brought the campaign to life through a six-part IGTV series with two influential talents fronting each episode. Beauty columnist Sali Hughes visited sellers in her hometown of Brighton, whilst TV presenter Laura Jackson explored east London’s indie sellers.
From a unique fashion emporium to a specialist beauty salon, each episode was set in the stores, where the heart of the story could be found. This provided the foundation for exclusive and authentic content that came to life through three themes; Earnest Beginnings, Changing it Up and Beyond Tomorrow. These gave us the framework for questions designed to pull out the passion and emotion of the entrepreneurs so that they could show what it takes to not only survive, but thrive.