The challenge
Squarespace wanted to increase trial subscriptions through social creators whose audiences would have a genuine use for a personal website. Reach alone wasn’t enough. The audience needed both a reason to build a site and the potential to become paying subscribers.
Look beyond the category label
I researched creators through the lens of their audience: creative people looking to present a portfolio, professionals who wanted an online résumé, and viewers whose interests and purchasing potential aligned with the product.
I owned the creator connection and brought recommendations to the client. That included looking beyond the most obvious channels.
The unexpected opportunity: ASMR
ASMR raised a fair question: how does building a website belong in a video people watch to relax? My recommendation was to make the website-building process the experience itself.
A “building my website” video could use keyboard sounds, mouse clicks and a calm walkthrough to demonstrate Squarespace while preserving the format viewers came for. The concept gave creators a way to integrate the product naturally into their work.
The campaign result
Across my Squarespace campaign overall, trial conversion rate was 26% higher than comparison campaigns run by other agencies and Squarespace’s in-house social outreach team. The campaigns ran over identical periods with identical budgets.
What this work demonstrates
Effective creator selection requires understanding the people watching, then finding a format that makes the product relevant. My contribution combined audience judgment, creator relationships and a pitch that connected the advertiser’s goal with the viewer’s experience.
