Our job was to target businesses in certain regions of the UK to generate awareness of domains ending in .uk (.co.uk, .uk), communicate the benefits of having a website and to drive traffic to registrar sites such as Go Daddy and 123 Reg who complete the domain sale process.
Our targeting strategy focussed on those regions with a higher propensity to purchase a .UK domain, namely regions with a large proportion of business start-ups, and regions with a high volume of specific industries, such as the South West with its greater-than-average density of hospitality businesses.
Traffic was directed to our campaign landing page, structured to maximise downloads of our series of handy guides aimed at small businesses, and to convince them of the benefits of a .UK domain for their website.
To purchase their domain, prospects were directed to the domain registrars’ landing page, and to improve conversion we equipped the registrars with consistent and compelling copy clearly communicating the benefits of a .UK domain.
The result was “High Viz Your Biz” – and we tested it using a mix of radio, TV (Sky AdSmart), programmatic advertising and paid-for social media (Facebook, Twitter, LinkedIn, Pinterest and YouTube). Our campaign initially launched in Birmingham and Oxford to test creative, messaging and channels.
Radio, social and online activity in Birmingham was a success, but TV, social and online in Oxford resulted in an impressive 128% increase in website traffic. The latter approach was taken forward and rolled out to additional regions (including Manchester, the North East and South West), ensuring maximum commercial return.
Working with JJ has been a real pleasure. They have immersed themselves in our brand and strategy and have used this knowledge and worked closely with us to provide exceptional creative and strategic support.
The High Viz Your Biz campaign is testament to how they truly understood our business and the creative stood out and captured people’s imagination.
The integrated campaign gave us some great results and we are currently in the process of working with JJ to evolve and scale up the campaign as our 2017 strategic approach.
JJ has become an integral part of our marketing team here at Nominet and we look forward to our future working relationship.