Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Square launches ‘For Every Kind of Dream’ brand campaign with powerful film about refugee entrepreneur

Square launches ‘For Every Kind of Dream’ brand campaign with powerful film about refugee entrepreneur

This is the first in a series of films featuring Square sellers that is rolling out in 2017.

Greg Sterling on January 26, 2017 at 1:17 pm

square-logo-1920

Square has launched a new brand campaign, a series of films highlighting small business success stories. The series is called “For Every Kind of Dream” and debuts today in Knoxville, Tennessee, the home of Yassin’s Falafel House featured in the film.

The owner, Yassin Terou, is a former Syrian refugee who came to the US in 2011. Terou participated in a live-streamed discussion with Square CEO Jack Dorsey at his home earlier today.

The film represents the best kind of branding, though it may be seen as political and potentially controversial by some. The story is also extremely powerful and moving. To launch the series with this film is an extremely bold move; the company could have chosen a much safer local business to profile.

I also suspect the fact that Terou is a Syrian refugee and a Muslim at a time of heightened xenophobia and racism will all but guarantee this film and Square get a lot of attention. However, I don’t believe that Square did this in a calculated way. If you watch the film you’ll see it’s a very strong story of small business success, as well as a statement about American values.

Square Dreams

I spoke to Square CMO Kevin Burke about the film series and the launch. This is the kind of material that one would think would make an extremely successful Super Bowl ad — Square should do a version of this as a Super Bowl ad. However, the company is not going to distribute this through traditional TV. Instead, promotion will come from the traditional digital mix: owned, earned and paid media. There will be lots of earned, I predict.

Square says that all the films in the series “will feature Square sellers of all types of backgrounds that are bonded by their common dream of entrepreneurship and the risks each of them have taken to become a small business owner.” The message, according to Burke, is that Square is here with small business empowerment tools to help people achieve their dreams. A website hosting the films (foreverydream.com) and related information launched earlier today.

I asked Burke whether the fact that the film has a political dimension in this climate was a concern for the company. He said that they didn’t have any concerns; telling this, story as well as others to come, he said, “is very consistent with who we are.”


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Using Google Analytics 4 integrations for insights and media activations
    Why we care about performance marketing
    Processes, visibility and optimization: The keys to digital marketing transformation
    Webinar: Grow revenue streams through web accessibility and compliance
    How to turn the great buyer resignation into B2B career opportunities

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Digital Marketing Strategy Ebook

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.