+ GoDaddy

GoDaddy is the web’s largest domain name registrar with over 58 million domains registered and 12 million customers. During a transition from its previous brand voice to a new one, GoDaddy looked to Facebook to position the brand as both a fun business partner and a resource for web professionals and small business owners. In order to do this, GoDaddy aimed to better engage its current Facebook audience, while reaching a new, targeted audience.

Solution

MKR developed and executed two strategies:

Content strategy: focused on the creation of honest and entertaining content

Paid distribution strategy: focused on targeting and engaging with the ideal Facebook audience for each content unit

During the execution of both strategies, content creation and paid media buys were consistently backed by performance and demographic analytics

Outcome

After three months of strategy execution, MKR content, supported by paid promotion, increased GoDaddy’s total number of impressions by 219%, total engagement by 142%, while maintaining a 3% engagement rate (CTR). Many times, as the number of impressions increases, the rate of engagement declines. A maintained rate of engagement indicates that the content resonated with audiences and was effectively targeted.

142%

219%

increase in engagement

increase in total impressions

+ Social