Weebly Breaks $5 Million TV Campaign: 'We Believe'
Weebly, a website creation and hosting company, on Monday will break a $5 million national TV campaign called "We Believe," aimed at entrepreneurs who want to start their own businesses.
The spot, created by San Francisco creative agency Heat, features five small businesses that were launched using Weebly, from a recycled furniture company to a restaurant that combines sushi and fried chicken.
This is the first TV ad and the first national campaign for Weebly, which was founded in 2007 by three college students at Penn State who wanted to help people set up businesses online. The privately funded company is now valued at over $450 million and serves over 25 million customers who have set up websites using the service.
"We've spent the last few years creating the foundation and adding new services to take things to the next level," said Kristin Proctor, VP-marketing at Weebly. For example, the company has added new services including full e-commerce capabilities and mobile apps.
"We have a great product and a strong brand position, and we wanted to add advertising into the mix to help us grow faster," she said.
Weebly conducted research with its customers and the marketplace and learned that there is a disconnect between people having an idea and believing they can launch a business.
"There is a clear gap in awareness in how accessible it is to take ideas and bring them to life," Ms. Proctor said. "Most people don't believe they can create a high-quality website on their own, but people agree that a website is an essential ingredient when they want to start a business."
"With 'We Believe,' the goal is to encourage millions more people to start something on their own," she added. "We wanted to capture that spirit of starting something. It's hard to take that first step in getting your idea off the ground."
The TV spot starts off in black and white, showcasing ideas such as a base-jumping company, a dollhouse furniture company and a company that makes round ice cubes. The spot transitions to color when the ideas are brought to life using Weebly.
"We wanted to make a statement that Weebly believes in ideas -- ideas that are big, small, a little bit weird, and we will embrace it no matter what," said Mark Lawson, creative director at Heat.
"The creative concept is, ideas are just kind of out there in the universe, and they're not in color until you bring them to fruition. Once you've hit the website, you're on your way," Mr. Lawson said.
The campaign will run on more than 60 national cable networks and also online.