web.com: For the love of business
For The Love of Business
Building on the success Web.com had with targeting SMBs (small/medium sized businesses) through direct response television ads, we used what worked from that strategy to tell how our product and customer service representatives could help SMBs through a brand response television ad.
The end result was a heartfelt understanding of the journey, through the joy and heartache every SMB goes through and how we could help them navigate the tough times by building them a website and providing the marketing tools to help that website generate business for them.
Role: Strategy & Creative Direction
How the lead flow worked:
We launched the BRTV spots in various formats using different lengths and watched which ones performed better. The data revealed that the 2 minute spot performed the best.
For this campaign we focused on specific networks, regions and demographics based on our target’s profile and continued to optimize throughout.
All traffic was driven directly or indirectly to our call centers to get a free consultation. For viewers that wished to do more information gathering online, we built a specific landing page for that audience.
We knew we’d have a subset of viewers who would watch the ad and remember our name and look for us online. For those viewers who came directly to the Web.com website, we created a high converting hero that directed them to the appropriate landing page.
Lastly, we built an omni-channel presence through Facebook, Instagram and Youtube to help support the ad and keep us top-of-mind.
RESULTS
3X increase in all product sales including website builds with ROAS being at 3.90
1000+ Direct Calls with the majority of calls receiving a consultation and a third purchasing a website
Increase in brand awareness with a $1.2M spend against Wix: $8.2M, Squarespace: $18.3M and Godaddy: $47.5M