Creating Growth on Social
GoDaddy
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Social Media: Copywriting, Video, Paid Media
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GoDaddy // Social Media: Copywriting, Video, Paid Media //
TLDR: Kasen crafted content and campaigns for GoDaddy’s Brand, Growth, and Product Launch initiatives; most notably contributing to 30%+ account growth on TikTok.
About GoDaddy:
GoDaddy is the world’s largest services platform for entrepreneurs around the globe. They’re on a mission to empower their worldwide community of 21 million customers by giving them all the help and tools they need to grow online: Domain Names, Websites + Marketing, Hosting + Security, Email, Commerce, AI for Small Business.
The Situation(s):
Kasen was hired by GoDaddy in May 2022 to be their Senior Ad Copywriter (primarily for Social & Display channels). Responding to the boom of #SmallBizTok, GoDaddy was intent on taking a social-first approach to their integrated marketing initiatives — and hungry for someone who could make their brand voice sound more authentically social. Kasen was the perfect unicorn for the role; shining as both an in-house Content Creator and Advertising Copywriter during his first year with GoDaddy.
In February 2023, GoDaddy layed off nearly 90% of its Brand, Creative & Marketing teams. While Kasen “survived”, he was reorganized onto a much smaller Creative team; with his role rescoped to include a more diverse portfolio of projects.
2022 Highlights
“Icons of cincinnatti” youtube series
GoDaddy’s “Icons” YouTube series follows everyday entrepreneurs in various cities, sharing their stories and showcasing their connection to GoDaddy’s brand and products.
Kasen supported the launch of a new season (“Icons of Cincinnati”) by crafting key copy elements needed to share all episodes and short-form clips on Facebook, X, LinkedIn, Instagram, TikTok and YouTube.
The launch delivered a 355% increase in overall engagements compared to the previous season benchmark, gained 570 new subscribers on YouTube, and had the most significant year-over-year gain in brand social activations. This season was awarded “Best Branded Content Series - B2B” by Digiday.
Q3 TikTok Awareness Campaign:
Kasen collaborated cross-functionally with GoDaddy’s Creative, Social, Growth, Product and Paid Media teams to execute a Brand Lift Study that measured the attitudinal effects of advertising on TikTok. He owned the ideation, scripting, production, video editing, and text formatting for the majority of vertical video ads used in the experiment. Overall, Kasen’s efforts contributed to significant results:
Ad Recall: +9.2% (surpassing previous +5.28% YouTube benchmark)
Positive Attitude: +3.8%
Total Views: ~32,135,000
Avg. CPM: $4.45
Watch Kasen’s top-performing ads below:
TikTok Content Creation:
Kasen owned the ideation, production, and publishing of TikTok videos to GoDaddy’s brand account. He also supported his fellow in-house creators by managing their monthly content calendar, developing scripts, editing clips, adding effects, and publishing videos once they were legal-approved.
When Kasen joined GoDaddy in May 2022, their brand TikTok account had roughly 55K followers. By the end of his first 7 months, Kasen’s creativity had directly influenced a significant increase of 24K followers (79K total in January 2023).
Watch Kasen’s most engaging TikToks below:
“12 Days of Domains”: Holiday Social Campaign
In celebration of the Holiday (Shopping) Season, Kasen partnered with his Art Director sidekick and GoDaddy’s Customer team to help drive online sales for GoDaddy’s favorite Partners of 2022’s. Kasen owned writing the lyrics and editing the stock music for this organic social campaign, which included one Hero In-Feed Video post and 12 Stories that linked to each customer’s e-commerce website.
2022 Performance Review
Evaluated by:
Rei Rocha, Creative Director
“Make Your Own Way”: Employee Talent Showcase
For the second year in a row, GoDaddy hosted their annual end-of-year company party (“Orblandia 2.0”) in the metaverse. In response to People Operations’ call for employee talent submissions, Kasen entered an original music video that was selected to represent the United States and be streamed during the showcase.
2023 Highlights
“Small Biz Weekly”: Organic Social Execution
To help GoDaddy show up during Small Business Week in an inspired way, Kasen partnered with his Art Director sidekick to spotlight a few of GoDaddy’s favorite Partners in their first online editorial.
Kasen owned writing all copy for this execution, which included three carousels that were shared on Instagram and LinkedIn. Each front page was strategically designed like a print magazine cover, leveraging relevant statistics from GoDaddy Venture Forward research to highlight the impact and challenges of small business business owners.
Referral Program refresh
GoDaddy’s Commerce team requested Creative help with refreshing their Partner Referral program. They wanted an updated sales sheet that existing Partners could share with other merchants they know personally and feel could benefit from modernizing their point-of-sale system.
Kasen answered the brief with a subtly provocative headline, inspired by: 1) people who think cursing at their computer will fix the problem, and 2) the frustrating experience caused by dated point-of-sale systems being pieces of s***.
“I Belong Here”: Culture & Recruitment Video
GoDaddy’s Employer Brand team requested Creative help to produce a new Careers page video that emotionally engages applicants and showcases what Working at GoDaddy is truly like.
Kasen partnered with an Art Director to bring HR’s vision to life, owning the preparation of interview questions and culling their recorded interviews. He also owned customizing the music bed, collaborating with Video Production to balance levels and master it.
YouTube AdS CoNTEST
GoDaddy’s Global Brand Director (Rachael Powell) collaborated with Paid Media to launch and run an advertising experiment. Employees were invited to produce and submit their own <60-second YouTube ad, to be used for testing and judged based on Total Watch Time and Watch Rate. Only a limited brief was provided, along with a folder of approved logo files and stock assets for optional use.
Kasen rose to the challenge by reimagining the provided stock footage as a “horror trailer” ad. He sensed this creative direction would work to attract and retain attention because: 1) the best ads don’t feel like ads, 2) it was timely due to October being horror movie season, and 3) Black Friday and Cyber Monday are actually terrifying for small businesses that aren’t prepared with the right tools.
Kasen’s intuition proved right, with his ad placing second for “YouTube Favorite”. His ad also placed second for “Employee Favorite”.
2024 Integrated Marketing Campaign
With the launch of GoDaddy Airo — an AI-powered solution to help you get started online in minutes — the theme of this integrated marketing campaign was “Power Your Future”. Guided by this creative ‘north star’ and additional prescribed product messaging, Kasen owned the ideation and execution of all requested copy elements. He collaborated with his Art Director sidekick to generate sets of HTML5 and PMAX Google Display, plus Amazon banner ads, for targeting United States and Canada audiences.
