Cannes Lions
GODADDY, Kirkland / GODADDY / 2019
Overview
Entries
Credits
Background
Beall Research conducted in 2018 showed that awareness of the GoDaddy brand was high at 80% aided awareness, but relevance was extremely low. People knew the GoDaddy name, but associated the brand only with web domains, a big head and sexist commercials, not feeling it created “a brand for people like me.” There was little knowledge of the company’s belief in supporting business ideas, side-hustles and passion-projects or all the products and tools in their offering that make it easy for people to get online. This situation resulted in a vast majority of people viewing the brand as a functional utility and something easy to skip.
The results were clear that in order to increase brand relevance, GoDaddy had to relaunch the brand and shift perception from a utility to a beloved iconic brand.
Idea
Being online can serve any idea, not just the ones often thought of when you say “business,” and GoDaddy is a brand born to give people a platform. Make the World You Want became a living embodiment of that.
To spotlight the power of the individual and culture-changing entrepreneurship, GoDaddy partnered with six Makers changing the world for the better, turning GoDaddy’s campaign into a platform for the Makers’ work. Both Makers’ and GoDaddy's stories were amplified through a highly targeted, reach-driven paid media plan. The content, tailored to each unique media, inspired the entrepreneurially-minded and sparked important conversations.
Strategy
Through cultural research and social listening, it became evident quickly that the world right now is all about change. There are movements, protests, referendums, hashtags, elections, a growing distrust of the big guys and a rise of community. People are taking back control.
This was even more evident amongst the GoDaddy target audience of entrepreneurs who are driving change in their world and in ours, whether big or small.
GoDaddy provides a platform, and in a time of cultural change, this is more important than ever.
By leveraging celebrity/influencers and aligning with culturally relevant moments, GoDaddy used PR to further amplify its message, connect with people and inspire action. GoDaddy worked with multiple media outlets, including the Today Show, Cheddar, CBSN, and WSJ Podcasts to utilize live interviews that would be shared across media and brand owned platforms; as well as, audience-specific media to align with each maker.
Execution
Each Maker had an inspiring story that begged to be heard and an important cause that demanded to be shared.
Bespoke content for each Maker inspired fans and sparked conversation. Purposeful executions tapped into cultural moments: Elohim’s live Twitter chat during the Grammy’s, style icon Lyn Slater’s Instagram takeover during New York Fashion Week, and Ayesha’s Q&A on GoDaddy’s Instagram. Furthermore, our choice of Paloma let us speak to the Hispanic audience - America’s fastest growing audience.
Maker’s Success Story videos highlighted how GoDaddy’s suite of products supports their passion in everyday life. These stories were posted and promoted across channels to inspire the GoDaddy audience to Make the World They Want.
Campaign executions were amplified across social platforms, such as Instagram, Facebook, Twitter, LinkedIn, and YouTube, beginning February 2019 and continuing through the year. Each execution showed how GoDaddy’s suite of products help Make the World You Want
Outcome
The campaign inspired important conversations and unprecedented visibility for GoDaddy
+2.9B Total impressions
+71MM Total reach
+34MM Total engagements
100% Message resonance
+2MM 100% Completion views on the :60 Launch spot
Total website traffic up +13%
Mobile traffic alone increased +29%
Free trial sign-ups increased +16% within the first week of the campaign
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