These were the people Nominet wanted to reach so that they could enjoy the benefits of being online with a .uk domain.
Our role? To make it happen by generating awareness and driving traffic to the registrars who are ultimately tasked with completing the sale.
So to get more people using a .uk domain, it made sense to target business owners.
The thing is, that’s a pretty huge audience. We couldn’t just rely on established B2B publications and platforms (good as they are) and we needed to adopt a broader approach.
The outcome was a campaign that combined relevant messaging with bright, attention-grabbing visuals – one that was centred around ‘High Viz Your Biz.’ The programme was thoroughly tested using targeted social and online activity as well as TV (Sky AdSMart) in Oxford and radio in Birmingham. We then compared website traffic in the campaign regions with a control region – Manchester.
The results were immediate and impressive with an uplift of web traffic of 128% in Oxford and 24% in Birmingham over the campaign period.
Subsequently the ‘High Viz,’ campaign has embarked on a national roll out and continues drive response in every area that it has run:
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.