GoDaddy - Make the Internet Work for You

Work for GoDaddy at Lowe Lintas

Challenge

GoDaddy wanted more small and medium businesses, their core audience, to use more of their services and get online.  However, GoDaddy was strongly associated with domain names and not much else.

Strategy

We focused our attention to repositioning GoDaddy, from being a place to buy domain names to being the gateway for the power of the internet. Research suggested that going online/digital was appealing yet daunting to small businesses. They knew it held potential, but weren’t sure how best to go about it nor were they confident of what it could do for them.

We tapped into the simple insight that small business owners go to every length possible to grow their business. Rather than position going online as a radical new shift, we suggested it was a way to extend what they had always been doing, amplifying their efforts for visibility and growth. And it made the power of the internet, more approachable.

Our idea - “You work hard to grow your business, now make the internet work for you”.