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HIGH VIZ YOUR BIZ

NOMINET

Who

Nominet – Official Registry for UK Domain Names

The UK Domain is run and managed by Nominet, the UK’s largest domain registry. Over 3 million UK businesses and millions more consumers use a domain name ending in .UK and rely on Nominet’s registry services.


The brief

Target businesses in certain regions of the UK to generate awareness of domains ending in .co.uk or .uk and communicate the benefits of having a website

Drive traffic to registrar sites (e.g. Go Daddy, 123 Reg) who complete the domain sale process

Video

OUR APPROACH

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.

We wanted to capture our audience with a campaign that combined relevant messaging with bright, unmissable visuals across a range of carefully selected and relevant channels.

 

“High Viz Your Biz”

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 across the UK (including Manchester, the North East and the South West), ensuring maximum commercial return.

All 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 business 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 results

  • Average regional increase of visits to registrar sites of over 500%
  • Average increase in content downloads of 350%

WHAT THEY SAY ABOUT US

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.

Where to next?

ARE BRANDS STILL SCORING WITH SPONSORSHIPS?

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