In 2019 the GoDaddy brand evolved. A loss of market share told us we had to connect with people more powerfully. We looked inward to our company’s values and outward to users and realized there was a shift in the world – people feel more empowered to do their thing if they weren’t happy with the status quo – in life, business, projects, anything.
We found 6 diverse makers so that everybody could find a bit of themselves in this campaign – because everyone can change their world around them (friends, family, community), or the world at large (environment, stereotypes, taboos).
This was a huge success and gave the company the first turnaround in brand interest scores since GoDaddy’s IPO.
In our long-form hero film, we follow a young woman who is in the daily grind. She sees an intriguing green light, explores a colorful alternative, and is inspired by our six makers. The film also featured an unreleased track from Elohim, which launched the same day as the film, gaining us even more PR.
Each maker had their own film and story crafted to target as many different demographics as possible – because there really is no rule of what kind of idea can become a business today.
LYN SLATER IS THE ACCIDENTAL ICON
accidentalicon.com
Lyn Slater is a woman who cannot be defined by others. She is a 64-year old style influencer who started her professional life as a social services professor. She proves that 1) it doesn’t matter what path you originally took, you can pivot to another, and 2) who says only pretty young 20-somethings get to be style influencers?
We launched Lyn’s film at New York Fashion Week and Lyn took over our social channels.
SONG BY SONG ELOHIM BREAKS DOWN STIGMA AROUND MENTAL HEALTH
elohimxelohim.com
Elohim realizes as a musician she can choose to use her platform to speak out about issues important to her. She struggles with mental health and the social stigma that prevents people from talking about it, so she uses her stage to make this discussion more acceptable. We thought her song Xanax was particularly appropriate to feature in her film.
We launched Elohim’s film the night of The Grammy Awards – the same night that Lady Gaga won two Grammy’s for Shallow and took over the headlines with her acceptance speech around mental health. Plus we feature in her music video for ‘TV’, the music to our hero film.
AYESHA BRINGS BACK THE TRADITIONAL FEELING OF HOME
shophomemade.com
Ayesha Curry took stock of the world around her and realized we no longer connect with each other as we used to – we are distracted, busy, and pulled in a million different directions. This won’t be what you remember at the end of your life, you will remember the moments where you connected with those you love. And this is what can be created in the four walls of your home.
We launched Ayesha’s film in conjunction with her nationwide press tour for her new venture Shop Homemade which included a Today show segment https://www.youtube.com/watch?v=HjNr-ZfdZ5c
DAN PETERSON BRINGS PRIDE BACK TO COMMUNITIES
projectbackboard.org
Dan Peterson has played ball in college, one day he saw a basketball court in a neighborhood that needed a bit of love. He filled in the cracks and touched it up. Since then he has gone bigger and bolder. He has crossed America fixing courts in communities that need and teams up with artists to make these places even more special and bring pride back by giving something special to places who don’t always get seen.
We launched Dan’s film around the NBA All-Star Game finals and of course, held a GoDaddy day-of-service to renovate a court in Oakland California. And a charming thing happened! Tyson Toussant, another featured maker, was so taken with Dan’s mission he donated the nets for the court made out of Bionic Yarn.
TYSON TOUSSANT USES OUR DESIRE FOR NEW THINGS
TO GET PLASTIC OUT OF THE OCEAN
bionicyarn.com
Tyson understands we as consumers are unlikely to stop buying new things – the production of which put more plastic into the world – a major catastrophe for the environment. So, he has developed manufacturing that turns reclaimed plastic from the oceans into a thread that can be used across a range of textiles to create new clothes, shoes, furniture, sails and more.
We launched Tyson’s film on Earth Day and featured him on ABC to talk about his mission.
PALOMA TEPPA WANTS CITIES TO RECONNECT WITH NATURE
plantthefuture.com
Paloma Teppa realized after living in cities for a while that she did not feel well as a person. The philosophy of biophilia is that we function better as humans with exposure to nature. So, she creates urban spaces of thriving plants for people to also thrive.
We launched Paloma’s film on the Spanish speaking network Univision to target America’s fastest-growing audience. And to help further promote Paloma’s message we created a unique living billboard for Pollinator Week creating another space for plants in the concrete city of Chicago and give a source of food to bees.
OH, AND THERE IS MORE
We created day-in-the-life films for all of them in our Makers X series
We featured them on School of Hustle Episodes
We featured them in our blog content – Lyn – Ayesha – Elohim – Tyson – Dan – Paloma
All these featured makers were embraced in the GoDaddy community and leveraged in all our channels:
– social – PR – display – email – blog – FoS – OOH
THE RESULTS WERE HUGE!
2.9B views and growing.
34M engagements.
We increased free trial sign-ups by 16%.
And increased site traffic by 13%.
Our social post for International Women’s Day was the most successful social post in GoDaddy’s history.
We increased brand search more than ever! Including when GoDaddy became a publicly-traded company combined with a Super Bowl scandal.