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‘We’re committed to resonating with Aussies and Kiwis’: Squarespace marketing head on first-ever Trans-Tasman campaign

Squarespace's senior marketing manager for Australia and New Zealand, Alex Neilson, sat down with Mumbrella's Lauren McNamara to talk through the brand's first-ever Trans-Tasman campaign, and how it hopes to better communicate the brand's value offering in local markets.

While Squarespace has run campaigns in Australia for a number of years already, the new work marks the first extension into the New Zealand market. Alex Neilson, senior marketing manager for Australia and New Zealand, says its part of an effort to better communicate, connect and resonate with local audiences.

In the humorous spot, which launched earlier this month, boat captain Kev creates a modern business idea, ‘Hitch on the Ditch’, marrying Aussies and Kiwis in his boat, when they can’t choose which country to have the ceremony in.

“With this campaign extending across both countries, it was important to find an idea that resonated with both markets,” Neilson explains to Mumbrella.

“As we know, we share much in common with our friends across the ditch – they’re almost like our brothers and sisters. As with all great sibling relationships, there’s a health dose of rivalry, which often comes to fruition when disputing actors, artists and national dishes.

“We decided to lean into this rivalry as the core of the campaign idea.”

The creative ideation, which was executed by Squarespace’s in-house team, looked at the ‘halfway point’ between the two counties – the middle of the ditch.

Neilson says the team identified local insights, which informed the strategy for the campaign. Describing the creative team as “the brains” of the work, they had to ensure it resonated with the local audiences.

“This led to the question – who would start a business here, and what would they do? Enter Captain Kev, and his unique business idea – ‘Hitch On The Ditch’,” Neilson continues.

“Something that’s often used in our local brand campaigns is humour – which resonates particularly well with a local Aussie and Kiwi audience.

“We’re exposed to so many ads every single day – where we can make our ads look a lot less like actual ‘ads’, and make them funny and engaging to watch – we believe that this helps us to cut through the noise and creates a memorable brand experience.”

The overarching goal was to better connect with local audiences, and understand that the needs of local customers differs significantly in Australia and New Zealand, than it does elsewhere in the world.

“We’re committed to not just raising awareness, but also ensuring that our brand truly resonates with Aussies and Kiwis,” Neilson says.

Alex Neilson

In order to do so, she says the brand’s marketing efforts need to support customers’ goals and aspirations: “It’s not merely about creating a visually stunning or attention-grabbing campaign, it’s also about being active in the community and authentically empowering our audiences through local partnerships and programs.”

Drawing on three partnership examples, Neilson explains how the brand is working to better understand entrepreneurs in Australia and New Zealand.

It has worked with finance and business podcast She’s On The Money to deliver an online webinar for their community on how to build a website. It has also delivered an in-person panel with StartUp Creative, educating guests on how to grow their brand online.

The brand also hosted a series of masterclasses in partnership with One Roof, a go-to online business membership and community for female entrepreneurs. The masterclasses taught a range of skills, including how to level-up website designs, optimise websites for email marketing, and how to monetise digital products.

“Partnering with local customers and communities is a key part of our strategy,” she tells Mumbrella.

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