During SXSW, Fara Howard, CMO of GoDaddy, discussed the brand's successful Super Bowl campaign that outperformed others in media impact. GoDaddy uniquely engages small businesses by not just offering functional services but creating bold, narrative-driven advertising akin to B2C brands. Their campaign featured a real entrepreneur's journey, emphasizing authenticity over typical celebrity endorsements, thus proving effective in both entertaining and providing value to their audience, solidifying GoDaddy as a relatable partner for business owners.
"Small business owners know how to do their thing. What they don't know is everything else - how to set up a website... That's where we come in."
"If any campaign embodies that shift, it's GoDaddy's Super Bowl comeback, which didn't just land - it dominated, generating more earned media than any other ad in the tech and small business space."
"What's exciting about GoDaddy's approach is that it's a B2B brand behaving like a B2C brand... creating bold, culturally relevant campaigns that engage audiences just like a consumer-facing brand would."
"Unlike traditional celebrity endorsements, GoDaddy's campaign was built on an actual entrepreneurial journey... he actually used GoDaddy's AI-powered platform, GoDaddy Airo, to launch his own brand, Goggins Goggles."
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