The Way Up with Guy Raz
We partnered with acclaimed podcast host and creator of How I Built This, Guy Raz, to launch The Way Up, a video podcast that profiles six resilient local businesses powered by Square. Each episode explores the founders' transformative journeys, the significance of community, and how Square's ecosystem supports their growth. While the storytelling is deeply emotional, it also includes practical business strategies rooted in real-world challenges.
Our goal was to reshape perceptions of Square and its products, so we developed a comprehensive multi-channel strategy that included paid media, organic search, organic social media, and email marketing. Our partnership with Guy Raz featured promotion of the series on his social channels, Substack newsletter, and a special season of "Wisdom from the Top." We also created a subscription feature that allowed us to deliver episodes to subscribers as they were released.
This strategy is backed by a rich ecosystem of multimedia content that addresses various stages of the customer journey. We collaborated with each guest to create content that highlighted themes discussed with Guy, and we produced case studies with them to showcase how they've utilized Square in their businesses.
