James Brown, Global Brand Marketing & Communications
March 15, 2021
The success of any top-level domain (TLD) is down to many things but how a TLD is branded and marketed can have a big impact on that success. At GoDaddy Registry we know how important marketing is and we place a high value on developing campaigns that help grow the TLDs we manage on behalf of our clients.
In 2019, GoDaddy Registry ran an integrated marketing campaign in support of Global Entrepreneurship Week and the creators, innovators and entrepreneurs who hustle hard every day to bring their big ideas and dreams to life on .CO domains.
To showcase the incredible impact that the .CO top-level domain (TLD) has had on the global startup community, we commissioned a film crew to crisscross the world filming short micro-documentary interviews with .CO community members in some of the cities with the most thriving entrepreneurial ecosystems, including San Francisco, London, Medellin, New Delhi, Melbourne and New York City. The interviews feature the stories of the founders behind some of the most interesting new startups, early-stage ventures, and emerging powerhouse brands.
The resulting video and campaign assets were promoted via a holistic, integrated global marketing campaign, including placement in major online publications in Colombia and worldwide including, Entrepreneur, Venture Beat, MSN and Smart Company, among others. In addition, Registrar sales promotions, events and other channel business development activities were run to complement the campaign. Ultimately, it resulted in (amongst other things) increased sales and greater consumer engagement and awareness.
Following the successful completion of the campaign, it was recognized in the 2020 Summit International Marketing Awards, receiving the ‘Best of category’ prize in the Marketing Effectiveness Award (Integrated Campaign, Consumer category). This campaign was one of 1,600 total entries from over fifteen countries. These awards recognize creative, marketing and advertising and have been “honoring the best web, design, video, advertising, interactive, mobile and social marketing from creative agencies worldwide” for over 25 years. Entries are judged on factors such as strength of creative approach, innovation and integration of message into all campaign elements.
You can view the 2020 winning final compilation film on our website at www.proudtobe.co.
This is not the first time that the GoDaddy Registry Marketing Team has been recognized for its consumer marketing efforts across our TLD portfolio. Previous successes include winning two additional Summit International Awards in 2018 for Marketing Effectiveness (Integrated Campaign, Consumer category) and Emerging Media (Integrated Marketing Campaign category), as well as taking home an In-house Design Award from Graphic Design USA for a 2017 consumer marketing contest.
The domain name market is a crowded space and Registry Operators all over the world are looking for every advantage they can get over their competitors. The marketing of a TLD is often overlooked or left to the end as an afterthought. We at GoDaddy Registry understand that it shouldn’t be and that marketing can be the difference in having success and just missing out.
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