Squarespace's 2021 United Kingdom campaign Snow White, Dracula reimagines fairy-tale icons as entrepreneurs to show how anyone can build an authentic online
ARCHIVEHow Squarespace Turned Snow White Into a Small Business Owner
Squarespace's 2021 United Kingdom film campaign, known collectively as "Snow White, Dracula" and individually titled "Live Happily Ever After," recasts two of fiction's most recognisable characters as small-business founders to demonstrate how the platform's suite of website, commerce, and brand-building tools can turn an idea into a credible online presence.
Published in July 2021 and directed at the United Kingdom market, the campaign places Snow White at the centre of a narrative in which a bad experience with a poisoned apple becomes the founding story of Enchanted Orchards, an organic apple business she builds alongside seven small farmers. The film follows her journey from fairy-tale victim to entrepreneur, selling apples described as one hundred percent organic, hand-picked, and poison-free. A parallel execution features Dracula in an equivalent entrepreneurial role, and together the two spots form a cohesive creative system built around the idea that famous fictional characters, given the right tools, can become legitimate business owners. According to Clapboard's editorial archive, the campaign contains two media assets and has recorded 11,678 views and 95 likes since its submission. The campaign's Clapboard Score is 63 out of 100, reflecting solid creative craft and cultural relevance tempered by limited documented performance data. The strategic ambition is clear: borrow the instant recognition of fairy-tale iconography to make website-building feel less technical and more aspirational, particularly for individuals and small teams in the United Kingdom who may not yet regard themselves as entrepreneurs capable of owning a professional online identity.
ARCHIVESquarespace targets a consumer who has a creative idea but hesitates to act on it. The Snow White narrative makes this hesitation legible: if a woman defined by a single catastrophic moment of misplaced trust can rebuild her confidence and launch a thriving organic food brand, then the barrier to starting an online business is a matter of perspective rather than capability. The campaign connects emotional storytelling to a practical technology proposition, which is a strategic stance Squarespace has maintained across multiple years of cinematic advertising, including its 2018 Super Bowl campaign starring Keanu Reeves, according to records held at squarespace.com.
The United Kingdom context sharpens the strategy. The website-builder software market is a growing global category, and within dedicated website-builder platforms, competitive pressure is substantial. According to webyking.com, Wix held approximately 2.4 percent of global CMS usage share in 2021, while Squarespace held approximately 2.3 percent, placing the two brands in close proximity within the dedicated-builder segment. By 2024, according to data cited by marketingbrew.com, Wix had extended its lead to 45 percent of the dedicated-website-builder segment against Squarespace's 16 percent. In the broader CMS landscape, WordPress held 64.1 percent of global usage share in 2021, according to webyking.com, making it the dominant force against which all builder platforms must position themselves. Squarespace's response in this environment is not to compete on feature lists but on identity and aspiration, offering UK audiences a brand story that makes the act of building a website feel continuous with the act of building a life. The fairy-tale structure of the Snow White execution delivers that message with economy and warmth, anchoring a technology product in a recognisably human emotional arc.
BUCK produced the Snow White execution of the campaign. The creative studio brought a multidisciplinary approach to the project, contributing branding, packaging, merchandise design, photography, and live-action film production to construct the fictional world of Enchanted Orchards as a fully realised brand rather than a set dressing. Executive Creative Director Ben Langsfeld led the creative team at BUCK. Amanda Fimbres portrays Snow White, and Gun Lee appears as Dracula, with both performers anchoring the campaign's character-driven narrative structure, according to production records documented at Buck Co.
The tonal register of the Snow White film is warm and gently comic without sacrificing sincerity. Enchanted Orchards is presented as a genuinely desirable brand, its visual identity consistent with the kind of considered small-business aesthetic that Squarespace's own platform is designed to produce. This internal coherence is a deliberate creative choice: the fictional business built by Snow White looks exactly like a business a real Squarespace customer might build, which collapses the distance between the story and the product proposition. The narrative follows a classic three-act structure — origin trauma, entrepreneurial effort, sweet success — compressed into a short film format that prioritises emotional momentum over product demonstration. The decision to give Snow White a backstory grounded in distrust of food sourcing and to resolve it through transparency, community, and organic certification reflects an understanding of contemporary small-business values that goes beyond fairy-tale nostalgia. Production credits beyond the BUCK team, including director, editor, music composer, and post-production house, are not publicly documented in available sources for this campaign.
No independently verified performance data measuring commercial outcomes — such as website sign-ups, brand lift, or conversion rates attributable to the campaign — is publicly available for the Squarespace "Snow White, Dracula" campaign in the United Kingdom. According to Clapboard's campaign archive, the two-asset campaign has recorded 11,678 views and 95 likes since submission, figures that reflect sustained archival interest within the advertising community rather than media reach metrics.
Structurally, the campaign exhibits several characteristics associated with durable brand advertising. The fairy-tale framework provides built-in cultural memory, reducing the cognitive load required to engage with the brand message. The Enchanted Orchards world-building, executed by BUCK under Executive Creative Director Ben Langsfeld, gives the campaign a visual coherence that extends its utility across multiple touchpoints, from film to packaging to photography, as documented at buck.co. For a platform operating in a competitive website-builder market where, according to marketingbrew.com, Wix held 45 percent of the dedicated-builder segment by 2024 against Squarespace's 16 percent, campaigns that build emotional differentiation rather than feature-comparison arguments carry strategic long-term value. The Snow White execution in particular addresses a persuasion challenge specific to Squarespace's position: convincing people who do not yet identify as business owners that the platform is built for them. By placing that transformation at the centre of an already-beloved narrative, the campaign earns attention without demanding it.
The Squarespace "Snow White, Dracula" campaign reimagines fairy-tale characters as small-business entrepreneurs. Published in the United Kingdom in July 2021, it presents Snow White launching Enchanted Orchards, an organic apple brand built with seven small farmers, to show how Squarespace's tools can help anyone establish a credible online business presence.
Creative studio BUCK produced the Snow White execution of the campaign. Executive Creative Director Ben Langsfeld led the BUCK team. Amanda Fimbres portrays Snow White and Gun Lee appears as Dracula, according to production records at buck.co. The broader agency behind the campaign has not been publicly disclosed.
Squarespace used fairy-tale characters to make website-building feel aspirational rather than technical. Snow White's backstory — a bad experience with an apple leading to an organic food business — gives the brand's small-business proposition an emotionally resonant origin narrative that connects instantly with audiences in the United Kingdom through shared cultural memory.
The Squarespace "Snow White, Dracula" campaign holds a Clapboard Score of 63 out of 100. This score reflects solid creative craft and cultural relevance in the United Kingdom market, tempered by limited publicly available performance data. The campaign archive records 11,678 views and 95 likes, according to Clapboard's editorial records.
Squarespace and Wix were closely matched in 2021, each holding roughly 2.3 and 2.4 percent of global CMS usage share respectively, according to webyking.com. By 2024, Wix extended its lead significantly in the dedicated-builder segment, according to marketingbrew.com, making Squarespace's emotionally differentiated advertising strategy increasingly important for sustaining brand preference.
Snow White establishes Enchanted Orchards, a fictional organic apple brand, in the Squarespace "Live Happily Ever After" film. She partners with seven small farmers to sell apples described as one hundred percent organic, hand-picked, and poison-free, directly referencing her fairy-tale origin as a founding brand story, according to Clapboard's campaign documentation.
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