twenty-Twenty Won

ROLES: CREATIVE LEADERSHIP, CREATIVE VISION & STRATEGY, CREATIVE DIRECTION, CASTING DIRECTION, CAMPAIGN OVERSIGHT.

CHANNELS: TV, SOCIAL, OUTDOOR, WEBSITES, PHOTOGRAPHY, DISPLAY, RADIO, EMAIL, BLOG, INTERNAL COMMS.

We wanted to own the new year as it is a time of reflection, a time when people look back and go, ‘Ah, a whole year has gone by and I still haven’t done that thing.’

We came up with a campaign that had energy and a little dose of encouragement from others who have taken the leap and launched their idea (online, of course).

I featured this campaign because I love uncovering unique, ownable moments for brands. Research showed that this time of year leaves people feeling sluggish, and websites aren’t something most get excited about—so we made the process feel fresh and dynamic with bold, high-energy visuals. Strategically, it gave us a strong Q1 kickoff in a way no one else owned. Casting was a challenge—finding the right mix of entrepreneurs across categories and demographics—but getting to know them was incredible special.

“Loved the feel of it; it made me feel like I can go out and do anything.”

  • 1.7B Total Impressions

  • Total Views: +78M ​

  • Total Engagements: +114K ​

  • Total Investment: $5.1M ​

  • Average CPM: $8.27 ​

  • View Through Rate: 22.1% (industry average view-through rate is 15%). 

Results:

  • iSpot TV Attention Index: 108 beating ALL current creative and the industry average (100).

  • Ad Awareness: Increase MoM from 9.2% to 11.1%, the highest since Sep 2019

  • 234M video views

  • Brand Impression: YTD up 5.0%.

  • Ad Recall: +8%

  • Ad Favorability: +1.8%

  • Brand Search Query Volume: Most recent week (12.27.20) 9% YoY growth

  • With this campaign, the US exceeded ‘For People Like Me’ scores in 2020 with Q4 setting a record high of 32.7%

“I like the feeling of empowerment and encouragement. Many people feel nervous about the new year. It’s great to see some positive enthusiasm.”

Creative Breakthrough Testing:

  • Significant positive shift especially in areas of Brand Perception, Brand Relationship, Brand Relevance and Brand Recommendation. 

  • All respondents outperformed the norm for Likelihood to Act. 82-84% of respondents would actively look for more information after viewing the creative. 86% would visit the GoDaddy website. 

  • Very high in likability with an average of 89%.

  • Positive Brand Personality Shift after watching the video with audiences describing GoDaddy as Supportive, Inspiring, Trustworthy, Innovative, Genuine and Cool.